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WWWnv  OF  HUNK  LDURT 
AUG  23  1922 


The  Difference  Between 
DOLLARS  and  IDEAS 


You  have  a dollar, 

I have  a dollar, 

We  swap; 

Now  you  have  my  dollar, 
And  I have  yours, 

We  are  no  better  off. 

You  have  an  idea, 

I have  an  idea, 

We  swap; 

Now  you  have  two  ideas, 
And  I have  two  ideas. 

* * * 

That's  the  difference. 


\ 


Copyright  1921 
Calumet  Baking  Powder  Co. 


53^.+ 
% £_\^>c- 


Words  of  Praise  and  Good  Cheer 

From  THE  PRESIDENT 


(CHRISTMAS  is  the  one  time  in  the  year  when  there 
Ji  is  more  genuine  good  fellowship  and  brotherly  love 
than  is  found  on  any  other  occasion.  This  is  so  because 
Christmas  is  humanity’s  official,  annual,  cheer-up  day, 
every  one  of  us  trying  to  do  something  to  make  the  other 
fellow  happy.  There 
is  no  disposition  on 
the  part  of  any  of  us 
to  be  conventional  or 
stand  on  ceremony. 

The  grouches,  pessi- 
mists, cold-footers  and 
all  the  rest  of  the  joy 
killers  who  seem  to 
get  their  pleasure  in 
life  by  spreading 
gloom,  have  got  to  go 
away  back  and  sit 
down  or  get  in  the  joy- 
ous procession  of  good 
cheer  and  be  a good 
fellow  and  a booster 
of  the  brotherly  spirit 
that  has  always  per- 
meated our  big  Cal- 
umet family. 

It  makes  me  happy 
to  note  that,  more  and 
more  with  the  passing 
of  time,  business  is 
becoming  human. 

Slowly  but  surely, 
business  is  'learning 
that  in  order  to  make 
the  greatest  progress, 
the  customer  must  be 
regarded  as  a partner. 

The  customer  must  be 
^iven  the  very  best  in 
value,  top-notch  ser- 
vice, intelligent, 
hearty  co-operation. 

It  must  all  be  backed 
up  by  a policy  of  fair 
dealing  that  makes  it 
a pleasure  for  the  cus- 
tomer to  come  back  and  buy  more.  I know  that  the 
concern  who  gives  the  most  in  service,  good  value,  co- 
operation and  fairness,  gains  the  most  in  profit;  that 
the  thing  that  we  call  our  “For  the  Dealer”  policy — 
produces  loyalty  in  customers,  makes  them  boosters; 
that  recognizing  the  customer’s  interests  as  our  own 
interests,  his  success  as  our  own  success,  is  the  founda- 
tion of  our  real  achievement. 


In  spite  of  the  great  business  slump  in  1921,  CALU- 
MET swept  right  ahead.  We  have  done  the  greatest 
business  in  our  entire  history.  Yes — NOT  excepting 
even  1920.  At  the  beginning  of  the  year 
1921,  when  practically  every  concern  began 
the  most  severe  re- 
trenchment program 
that  they  had  ever 
undertaken,  we  set 
about  to  intensify  our 
selling  and  advertis- 
ing. Instead  of  sit- 
ting back  and  wait- 
ing — waiting  to  see 
what  was  going  to 
happen,  we  took  the 
iniative,  put  still  more 
efficiency  into  our 
methods,  and  made 
up  our  mind  to  knock 
all  previous  selling 
records  to  splinters ! 

No  salesmen  were 
dismissed.  No  one’s 
pay  was  reduced. 
Quotas,  basen  on  dis- 
tribution, were  given 
to  each  salesman.  We 
realized  that  extra- 
ordinary effort  was  re- 
quired. Ninety  per 
cent  of  our  salesmen 
responded  to  these 
higher-than-ever 
quotas;  and,  through 
almost  super-human 
salesmanship,  a large 
number  of  them  made 
selling  records  which 
they  never  dreamed 
were  possible . 1 1 

wasn’t  easy.  Each 
man  had  to  put  into 
action  every  ounce  of 
talent  in  him.  Thus, 
in  closing  the  year 
1921,  the  best  year  we  ever  had,  it  pleases  me  to  see  the 
wonderful  fruition  of  our  plans.  It  proves  that  our  de- 
cision was  founded  upon  clear  thinking,  sound  judgment 
and  100  per  cent  faith  in  the  CALUMET  HUNDRED- 
POINTERS — the  greatest  sales  go-getters  in  the  world ! 

We  have  sound  reason  to  be  merry,  on  this  merriest 
Christmas ! Here’s  to  your  health, happiness,  prosperity ! 
May  this  Christmas  be  the  merriest  one  you  ever  had. 


For  my  part,  I would  rather  be  the  first  man  among 
these  fellows  than  the  second  man  in  Rome— Shakespeare 


[3] 


Calumet,  Past  and  Present 

A Little  Calumet  History,  By  W.  M.  WRIGHT,  Its  Founder  and  President 


Calumet’s  Humble  Origin — 1889 
400  Sq.  Ft.  Floor  Space 


IN  THE  Spring  of 
1889,  I launched 
the  Calumet  Baking 
Powder  Company  in 
one  little  upper  room 
on  the  top  floor  of  a 
small  three-story  build- 
ing that  still  stands  on 
North  State  Street  just 
at  the  North  end  of  the 
bridge  over  the  Chicago 
River.  This  small 
room,  affording  little, 
if  any  more  room  than 
the  private  office  in 
which  I am  now  seated, 
served  the  two-fold 
purpose  of  OFFICE 
My  total  equip- 


and  FACTORY 

ment,  which  at  that  time  consisted  of 
a little  hand  mixer,  with  an  extreme- 
ly small  stock  of  supplies,  was  hidden 
away  behind  the  calico  curtains 
stretched  across  the  room.  For  a 
desk,  I used  an  empty  starch  barrel 
with  a board  across  the  top.  Alter- 
nately I worked  on  the  outside  get- 
ting orders,  then  returning  to  the 
little  room,  rolling  up  my  sleeves  and 
making  enough  powder  to  take  care 
of  my  sales. 

Naturally,  I bought  materials  in 
very  limited  quantities.  There  were 
two  reasons  why  this  was  necessary. 

First,  my  capital  was  very  small  and, 
as  yet,  I had  created  no  demand  for 
my  product;  but  I was  enthusiastic 
and  hopeful  because  the  venture  gave 
me  at  least  a start  toward  the  goal 
which  I set  early  in  life — to  some  day  operate  the 
biggest  and  best  baking  powder  plant  in  the  world. 
It  also  furnished  me  the  opportunity  to  prove  my  con- 
tention that  a small  quantity  of  dried  white  of  egg  as 
an  ingredient  in  baking  powder  would  prove  of  im- 
mense value  in  affording  a means  of  protection  to  the 
manufacturer,  distributor  and  consumer. 

Like  most  new  enterprises,  my  efforts  were  more  or 
less  successful.  Often  it  seemed  that  the  “downs” 
occurred  more  frequently  than  the  “ups.” 

After  eleven  months  on  North  State  Street,  I had 
interested  quite  a number  of  dealers  in  my  product  and 
took  larger  quarters,  moving  to  the  West  Side  and 
occupying  the  top  floor  of  a bank  building  at  the  corner 
of  Desplaines  Street  and  West  Washington.  This 


West  Side  Quarters — 1900 
2800  Sq.  Ft.  Floor  Space 


building  still  stands  and  serves  me  as  a daily  reminder 
of  my  early  struggles. 

After  a little  more  than  three  years  of  varied  success, 
I again  moved — this  time  to  Michigan  Avenue,  occu- 
pying the  whole  of  a small  store  building  fifty  by  one 
hundred,  with  three  floors  and  basement.  My  neigh- 
bors in  the  same  block  included  Wm.  Wrigley,  Thomp- 
son Taylor  Spice  Co.  and  Dean  Brothers.  While 
located  on  Michigan  Avenue,  our  first  real  evidence  of 
permanent  prosperity  began  to  be  realized.  The  small 
territory  which  I had  covered  in  what  was  considered 
in  those  days  “most  thoroughly,”  although  nothing  like 
as  intensively  as  we  work  now,  continued  to  send  in 
repeat  orders  and  gave  Calumet  a momentum  which 
again  forecasted  the  need  of  still  larger  quarters. 

In  1902  we  were  able  to  move  into  our  own  plant, 
erected  for  us  on  a long  lease.  This  building  was,  so 
far  as  I know,  the  first  building  ever  erected  for  the 
specific  purpose  of  manufacturing 
baking  powder.  At  that  time  I was 
very  proud  of  our  new  home.  It  was 
a long  step  toward  the  fulfillment  of 
my  ambition,  and  even  today  it 
ranks  above  the  average  baking  pow- 
der plant  in  this  country.  It  required 
about  ten  years  for  us  to  outgrow 
this  plant,  which  at  the  time  we  first 
occupied  it,  seemed  far  beyond  our 
requirements.  Then  for  two  years 
more  we  struggled  along  under 
crowded  conditions  and  worked  night 
and  day  shifts,  being  oversold  prac- 
tically every  month  during  our  last 
two  years  at  St.  Clair  and  Ohio. 
During  this  time,  our  present  big 
plant  was  under  construction  at 
Fillmore  and  Karlov  Streets,  in  the 
new  Westcenter  industrial  zone,  and 
in  April,  1914,  we  moved  into  our 


present  quarters, 
which  have  since 
become  nation- 
ally known  as  the 
world’s  largest 
and  finest  baking 
powder  plant. 
The  total  floor 
space  in  this 
plant  is  160,000 
square  feet — 400 
times  the 
amount  of  floor 
space  afforded  by 
the  little  North 


North  Side  Building — 1902 


The  historian  is  a prophet  looking  backwards — Schlegel 


Calumet  Baking  Powder  Plant  No.  2 
East  St.  Louis,  111. 


must  follow  when  dependent  upon  outside 
sources  for  supplies.  The  Calumet  Chemical 
Plant,  as  it  is  called, will  manufacture  the  highest 
grade  chemicals.  Its  entire  output  will  be  used 
by  us  in  the  manufacture  of  Calumet  Baking 
Powder. 

Our  friends,  particularly  the  wholesale  and 
retail  dealers,  are  invited  to  visit  our  plants 
whenever  in  Chicago,  East  St.  Louis  or  Joliet. 
The  latchstring  hangs  on  the  outside.  We  have 
no  intention  of  forgetting  that  we  are  indebted 
to  our  distributors  to  a very  large  extent,  for  the 
phenomenal  success  which  we  have  made.  All 
along,  it  has  been  our  aim  to  pattern  our  plant, 
product  and  policy  so  as  to  best  serve  our  custo- 
mers and  we  shall  spare  no  effort  or  pains  to 
further  serve  Her  Majesty  The  American  House- 
wife. 


State  Street  storeroom 
where  Calumet  first 
heralded  its  slogan  “Best 
by  Test.” 

Early  in  1920  our  or- 
ders became  so  heavy 
that  it  was  apparent 
that  we  must  again  ex- 
pand our  facilities  for 
manufacturing  Calumet. 

The  urgency  of  this  need 
resulted  in  Calumet 
Plant  No.  2,  located  at 
East  St.  Louis,  increas- 
ing our  production  about 
forty  per  cent  and  put- 
ting us  in  closer  reach  of 
the  Southern  states  which  are  large  users  of  our 
product. 

In  spite  of  our  well  laid  plans  for  preparedness, 
we  were  unable  to  meet  the  demand  for  Calumet 
during  1920.  We  were  particularly  handicapped 
through  the  difficulty  in  obtaining  sufficient  mater- 
ials of  the  high  grade  which  we  require.  Here  again, 
necessity  prompted  us  to  what,  in  my  opinion,  is 
the  maximum  achievement  of  Calumet’s  history — 
adding  an  immense  material  plant  covering  six 
acres,  with  forty-three  individual  buildings  and  a 
total  floor  space  of  more  than  a million  feet, 
located  at  Joliet  (thirty-eight  miles  south  of 
Chicago)  where  we  are  now  able  to  produce  our 
own  materials  and  avoid  the  vexatious  worry  that 


The  Home  of  the  Calumet  Baking  Powder  Co. 
Chicago,  111. 


Thus  far  into  the  bowels  of  the  land,  have  we  marched  on  without  impediment— Shakespeare. 


[5] 


The  Romance  of  a Great  Idea 


Based  on  an  interview  by  Tom  C.  Igo 
Editor  of  Golden  Rule  Magazine 

By  WARREN  WRIGHT,  Secretary  and  Treasurer 


THE  Romance  of  a Great  Idea,  is  the  thought  that 
passed  through  my  mind  as  I sat  in  the  office  of  the 
active  head  of  the  world’s  largest  baking  powder  man- 
ufactory while  he  related  with  all  the  pride  of  his  young 
manhood  the  biography  of  his  revered  father,  William 
M.  Wright. 

He  told  me  with  genu- 
ine warmth  and  feeling, 
as  only  a good  son  could, 
how  the  $5,000,000  “Best 
by  Test”  baking  powder 
company  had  been  born 
in  the  mind  of  his  father, 
way  back  as  far  as  1888, 
more  than  thirty-three 
years  ago. 

Back  we  went  into  the 
yesterdays  of  his  institu- 
tion, back  to  the  days 
when  the  Chicago  plant, 
not  to  mention  the  new 
$1,000,000  one  in  Joliet, 
and  another  in  St.  Louis, 
was  but  an  idea  in  the 
alert  mind  of  a man  who 
had  faith  that  the  great 
American  public  would 
respond  if  he  could  but 
give  them  a baking  pow- 
der a little  better  than 
they  were  getting,  and  at 
a lower  price. 

With  that  faith  in  the 
consuming  populace,  sup- 
plemented by  a belief  in 
his  ability  to  produce 
such  a product,  he  re- 
signed his  high  salaried 
position  with  a concern  of 
which  he  later  became  a 
competitor  and  which  ex- 
ercised every  means 
within  their  power  to  put 
him  out  of  business,  and  founded  the  mammoth  insti- 
tution of  which  he  is  now  president. 

This  institution  is  truly  a monument  to  the  for- 
bearance, long-suffering,  and  persistency  of  a man  with 
an  idea  and  faith  in  his  ability  to  accomplish  what  he 
set  out  to  do. 

I pulled  my  chair  a little  closer  as  Mr.  Warren 
Wright  portrayed  those  early  days  when  money  was 
scarce  and  the  older  Wright  was  using  an  old  sugar 
barrel  for  a desk,  making  a few  pounds  of  baking  pow- 
der one  day  and  marketing  it  the  next. 

If  there  was  ever  an  example  of  self-denial  and 
deprivation  and  a man  who  paid  the  highest  price  for 


success,  that  example  is  to  be  found  in  the  biography 
of  William  Wright  and  in  the  Romance  of  his  Great 
Idea. 

It  is  doubtful  if  any  of  the  young  men  of  this  day 
and  age  will  ever  be  called  upon  to  encounter  hard- 
ships, and  endure  the 
pangs  of  hunger  as  did 
the  masters  of  the  old 
school.  Here  you  are 
reading  a true  story  of  a 
man  who  thirty  years  ago 
was  depriving  himself  of 
the  so-called  necessities 
of  life  that  he  might  in- 
vest their  cost  in  raw 
materials  from  which  he 
made  his  product. 

He  practically  invested 
his  last  penny  in  raw  ma- 
terial and  then  worked 
like  a trojan  manufactur- 
ing baking  powder.  After 
the  raw  materials  were 
made  into  the  finished 
product  he  closed  his 
office-factory,  and  set  out 
to  find  its  market,  return- 
ing only  after  his  entire 
supply  had  been  sold. 

The  Calumet  organi- 
zation developed  just  that 
way.  Its  growth  was 
slow  and  steady  and  its 
foundation  was  built  with 
care  and  skill  on  the  rock 
of  Faith  in  an  Idea  and 
an  Ideal.  An  organization 
so  built  can  withstand  all 
the  rains  of  animosity 
and  storms  of  competi- 
tion. In  meeting  and 
overcoming  resistance  it 
becomes  stronger,  be- 
cause it  has  been  tempered  and  tried  in  the  fires  of 
adversity. 

The  next  five  years  were  beset  with  the  worst  kind 
of  heartbreaking  experiences  and  hardship  akin  to 
the  launching  of  a new  enterprise.  It  was  only  by  the 
firm  belief  in  himself  and  his  product,  coupled  with 
everlasting  persistency  that  the  business  was  kept 
running  and  thousands  of  unpleasant  and  unexpected 
conditions  either  eliminated  or  overcome. 

I was  beginning  to  wonder  just  where  Warren 
Wright,  the  interviewed,  had  entered  the  baking 
powder  arena,  as  I knew  previously  that  he  had  long 
since  assumed  complete  control  of  the  business  and  was 


WARREN  WRIGHT 


instrumental  in  developing  it  to  its  present  proportion. 

I so  questioned  him. 

He  smiled  and  replied:  “In  1893,  when  the  business 
was  in  its  fifth  year,  I graduated  from  High  School  and 
the  selection  of  my  life’s  work  was  left  entirely  with  me. 
I decided  that  there  was  more  romance  connected  with 
the  development  of  father’s  idea  than  in  any  other 
field  and  I decided  to  learn  the  baking  powder  business 
in  every  detail. 

“I  started  right  out  in  the  plant,  at  the  very  bottom, 
and  learned  every  detail  of  the  business;  the  evolution 
of  the  raw  material  into  the  finished  product — gaining 
a complete  knowledge  of  manufacture,  production, 
management,  sales  and  distribution.  Thus  I eventually 
earned  my  place  behind  the  big  mahogany  in  the  front 
office.” 

I asked  Mr.  Wright  what  the  present  chief  aim  or 
definite  purpose  of  the  Calumet  Baking  Powder  Com- 
pany was.  He  replied:  “To  give  the  housewife  the 

best  possible  baking  powder  for  the  lowest  possible 
price,  produced  in  a plant  where  harmony  is  the  first 
law  of  production,  where  pride  in  the  quality  of  the 
product  is  the  predominating  spirit  of  each  employee, 
sold  by  a salesman  especially  trained  for  the  building 
of  goodwill  and  distributed  by  a dealer  whose  pride 
is  in  selling  quality  goods  and  whose  motto  is  service.” 

He  will  succeed;  a more  worthy  or  highly  com- 
mendable purpose  is  hard  to  conceive. 

“We  are  producing  the  very  best  baking  powder  we 
know  how  to  make.  If  we  knew  how  to  improve  our 
product  we  would  do  so,  no  matter  what  the  cost,” 
continued  Mr.  Wright.  “Suggestions  from  the  patrons 
are  ever  welcomed  by  our  organization.  We  are 
always  glad  to  explain  in  detail,  or  instruct  anyone  in 
the  use  of  our  goods;  we  do  this  gladly,  because  we  are 
always  proud  of  a satisfied  user  and  we  guarantee  satis- 
faction to  every  user  of  Calumet  Baking  Powder.” 

An  evidence  of  confidence  in  his  goods,  surely. 

Mr.  Wright  is  possessed  of  a strong,  winning  per- 
sonality, and  radiates  good  will  and  enthusiasm  which 
permeates  every  nook  and  corner  of  his  mammoth 
plant.  Every  worker  is  a rooter  and  this  makes  the 
Calumet  plant  the  most  pleasant  and  profitable  in  the 
world.  The  kindly  face,  the  winsome  smile,  the  kind 
courtesy,  confidence-inspiring  sincerity,  plus  ability  to 
meet  and  master  every  situation,  has  won  every  em- 
ployee so  that  he  pursues  his  job  with  vim,  vigor  and 
enthusiasm. 

A happy  condition,  and  a healthy  one,  in  these  days 
when  industrial  organizations  are  being  “rent  in 
twain”  by  disloyalty  and  other  diseases  now  so  com- 
mon in  industry. 

There  is  one  fundamental  principle  or  basic  fact 
that  stands  out  very  clearly.  That,  whether  you  be- 
lieve it  or  not,  the  spirit  of  the  “The  Big  Boss,”  the 
atmosphere  of  the  “Front  Office,”  will  silently  and 
subtly  permeate  an  entire  organization,  and  each  em- 
ployee will  unconsciously  become  endowed  with  that 
spirit,  and  it  will  in  turn  direct  and  influence  him  in 
the  performance  of  his  duties.  It  will  be  that  spirit 


that  makes  him  a loyal  and  faithful  employee,  per- 
forming his  work  with  a sense  of  pride  and  a deter- 
mination to  give  his  employer  the  best  that  he  has,  or 
it  will  make  of  him  a lazy  loafer,  discontented  and  an 
easy  victim  to  some  radical  labor  leader.  It  will  make 
of  him  a man  whose  effort  is  prompted  only  by  neces- 
sity instead  of  by  a desire  to  serve,  or  a man  who  per- 
forms his  work  in  a disinterested,  antagonistic  attitude. 

If  you  want  to  find  out  what  kind  of  a man  is  at  the 
head  of  any  organization,  slip  in,  unexpectedly,  some 
time  early  in  the  morning  before  the  boss  gets  in  and 
there  you  will  see  as  if  written  in  letters  of  living  fire,  a 
telltale  description  of  him  whose  spirit  is  the  directing 
force  in  that  organization. 

The  Calumet  employees  recognize  the  industry, 
application,  and  common  sense  of  their  chief  and  try 
to  emulate  his  example;  courtesy  in  that  organization 
is  a predominating  principle,  from  the  office  of  Mr. 
Wright  on  down  to  the  man  I found  sweeping  the  floor 
in  the  basement. 

You  do  not  find  printed  on  the  walls  and  side  of  the 
Calumet  factory  any  inscriptions  that  “courtesy  is  the 
ruling  factor  in  this  plant,”  but  what  is  infinitely  better, 
you  come  into  contact  with  the  concrete  demonstra- 
tion. It  is  in  the  hearts  of  the  employees  and  the  very 
atmosphere  of  the  place.  What  is  said  about  a man 
or  an  institution  has  very  little  weight;  demonstration 
is  the  thing  that  tells. 

Warren  Wright  has  a very  charming  personality 
which  bespeaks  a good  and  kind  heart,  one  that  is  in- 
terested in  everything  and  everybody  with  whom  it 
comes  in  contact,  and  which  radiates  a sincere  desire 
to  render  service  to  all  who  need  his  counsel  and  his 
advice.  I know  of  no  other  man  who  is  more  willing  to 
help  young  men  and  young  women  find  their  proper 
place  in  the  world’s  work  than  is  this  kindly,  energetic 
and  sympathetic  manufacturer  of  the  “Best  by  Test” 
baking  powder. 

“I  am  a firm  believer  in  the  principle  you  fellows  are 
advocating  through  The  Golden  Rule  Magazine,” 
said  Mr.  Wright,  “and  I honestly  believe  that  through 
such  principles  and  through  the  application  of  the 
Golden  Rule  philosophy  we  will  evolve  a solution  of 
our  present  economical,  industrial,  and  social  problems. 
It  is  the  one  rule  governing  all  human  relationships. 

“It  is  not  a lack  of  opportunity  that  confronts  the 
young  man  of  today.  It  is  a fact  that  never  in  the 
world’s  history  was  there  such  a need  for — and  such  a 
lack  of — big  men  as  there  is  today.  It  is  not  oppor- 
tunity men  need — it  is  obsession;  a deep,  all-consuming 
desire  to  get  there,  and  a fixed  determination  to  back 
that  desire  with  action  and  deeds. 

“There  is  always  room  in  our  organization  for  men 
who  possess  initiative,  and  the  ability  to  think.  We 
have  not  reached  the  zenith  in  the  baking  powder 
business,  and  any  man  who  is  attracted  by  the  superior 
quality  of  our  product,  and  who  is  imbued  with  the 
spirit  of  service  which  runs  through  the  veins  of  every 
member  of  our  organization,  who  can  convince  me 
that  he  comes  to  us  through  the  natural  law  of  attrac- 

Continued  on  following  page 


Man  is  of  soul  and  body,  formed  for  deeds  of  high  resolve.  Shelley 


CC<<CC<<C<<<<<K<<<<<  "X-  <<<<<<<<<<<<<C<<<<<<<S 


• ji  <<<<6CK<CK<SC<<CKKC<SC<IKSCKK  ^ <KCKKKK<C<C<<<<<<<C<<<<KS 


A Christmas  Greeting 

By  GEORGE  C.  REW,  Vice-President 


WELL,  here  is  our 
good,  old  friend, 
CHRISTMAS,  usher- 
ing itself  into  our 
midst,  spreading  its 
golden  rays  of  peace 
and  good  will  upon  the 
world  and  making  it  a 
pleasure  for  all  of  us  to 
pause  in  our  daily  work 
and  think  of  our  friends, 
as  well  as  all  of  those 
whose  lives  mean  some- 
thing to  us. 

If  a friend  is  a person 
whom  we  like,  and  who 
likes  us,  who  in  more 
or  less  measure  con- 
tributes to  our  hap- 
piness or  welfare,  then 
who  is  more  entitled  to 
be  called  a friend  than 
the  hundred-pointer? 
Certainly  the  salesman 
is  a part  of  our  lives. 
He  contributes  to  our 
welfare.  He  secures 


customers,  which 
make  our  business 
possible.  Largely,  the 
salesman’s  work  is  re- 
sponsible  for  our 
progress. 

Equally  we  are  in- 
terested in  the  welfare 
of  our  customers  and 
our  salesmen.  The 
more  successful  they 
become,  the  greater 
measure  of  success  will 
be  reflected  upon  our 
own  progress. 

So  in  extending  to 
our  friends  a very 
merry  Christmas,  I 
am  putting  our  sales- 
men and  our  customers 
at  the  top  of  the  list, 
and  extend  my  hearty 
good  wishes  for  a very 
merry  Christmas,  and 
that  1922  will  bring 
the  fulfilment  of  every 
plan  you  make. 


GEO.  C.  REW 


The  Romance  of  a Great  Idea 

Continued  from  page  7 


tion,  and  who  is  willing  to  back  his  statements  by 
working  for  a sum  consistent  with  the  earning  capacity 
of  a new  man  in  a new  and  strange  field,  until  he  has 
proven  by  the  quantity  and  quality  of  his  service  that 
he  is  worth  more,  that  man  can  obtain  any  position 
in  this  organization  within  the  scope  of  his  imagination. 

“The  only  limitations  that  I will  place  on  a man  of 
that  calibre  are  the  limitations  of  his  own  mind.” 

A fairer  proposition  is  hard  to  imagine.  It  actually 
costs  a firm  money  to  train  new  men,  yet  this  good 
man  is  willing  to  pay  a wage  sufficient  to  meet  the 
legitimate  expenses  of  the  man  who  wants  to  succeed; 
to  give  him  the  chance  to  earn  while  he  learns. 

Quite  different,  that,  from  the  boys  of  the  old  school 
who  paid  a much  dearer  price  for  knowledge  and 
experience. 


I know  for  a fact  that  not  thirty-five  years  ago,  my 
own  father  worked  harder  than  the  average  man  of 
today,  and  almost  twice  as  many  hours,  and  served 
three  years  in  this  apprenticeship,  without  any  wage, 
other  than  that  his  employer  boarded  him  and  bought 
his  clothes. 

He  did  this  in  order  to  gain  experience  and  knowledge 
which,  today,  finds  a ready  market  at  a comparatively 
high  salary,  as  a foreman  with  one  of  the  big  mills  in 
the  nation’s  steel  industry. 

Now,  surely,  such  a proposition  as  Warren  Wright 
suggests,  is  all  the  opportunity  any  red-blooded 
American  could  ask  for,  and  it  is  the  only  basis  on 
which  any  man  or  woman  has  any  moral  or  spiritual 
right  to  approach  any  employer  in  the  question  of 

Continued,  on  page  15 


[8] 


[9] 


Calumet  Baking  Powder  Co. 
Plant  No.  2 

East  St.  Louis,  111. 


j CC<<<<<C<<<K<<<<<<<< ^ 


Calumet  Material  Plant  located  at  Joliet,  111.,  comprising  43  buildings  covering  6 acres  — representing  an  outlay  of 
than  a million  dollars.  With  the  completion  of  this  plant  we  control  the  high  grade  and  quality  of  the  material  nec< 
to  manufacture  the  world’s  best  Baking  Powder.  The  erection  of  this  plant  marks  the  zenith  of  our  1921  achiever 


[11] 


Why  Is  Baking  Powder  Like  Advertising? 

It  must  be  judged  by  what  it  does,  not  by  what  it  is 


By  K.  K.  BELL,  General  Manager , Calumet  Baking  Powder  Co. 

Address  before  Advertising  Council,  Chicago  Association  of  Commerce,  October,  1921 


IN  our  plan  of  distribution  we  prefer  to  class  the 
wholesaler  and  retailer  under  one  broad,  friendly 
term — Our  Dealers — as  the  chief  factors  in  our  plan  of 
intensive  selling;  we  prefer  to  treat  selling  and  adver- 
tising the  same  way,  believing  they  are  so  inseparably 
bound  up  that  no  distinctive  lines  of  demarkation  are 
possible. 

While  recent  months  have  seen 
marked  variation  in  methods  of  dis- 
tribution in  almost  every  line, 
invariably  these  changes,  when  an- 
alyzed, fail  to  establish  any  newly 
discovered  principles,  but  merely 
reflect  the  well  intended  effort  of 
some  manufacturer  to  readapt  his 
methods  to  the  conditions  of  today. 

The  range  of  these  variations, 
whether  in  selling  or  in  advertising, 
is  as  a rule  determined  by  the  in- 
dividual manufacturer’s  interpreta- 
tion of  “normalcy.”  The  more  pro- 
nounced variations  merely  mean  that 
some  courageous  manufacturer  is 
“blazing  the  way”  in  his  effort  to 
meet  present  day  conditions.  As  for 
ourselves,  we  don’t  believe  in  getting 
back  to  normal.  We  have  been  able 
to  keep  ahead  of  normal  so  far  and 
have  no  intentions  of  returning. 

Personally,  I think  the  sooner  all  of 
us  realize  that  normalcy  in  the  sense 
of  old  business  methods  and  condi- 
tions is  impossible,  the  better  will  be  our  chances  to 
readapt  our  methods  to  the  present  era. 

I don’t  believe  in  pre-war  prices  nor  pre-war  business 
methods.  Particularly,  I detest  the  shortsighted- 
ness that  prompts  a dealer  to  feature  pre-war  prices 
in  his  advertising.  It  is  a negative  quality  and  is 
the  kind  of  advertising  that  kills  instead  of  the  kind 
that  builds.  Intensive  selling  to  us  means  100  per  cent 
distribution. 

Today,  more  than  ever  before,  do  retailers  know  the 
value  of  an  alliance  with  an  institution  whose  methods 
of  distribution  afford  modern  standards  of  service.  To 
us,  goodwill  is  nothing  more  or  less  than  to  have  the 
dealer  appreciate  the  value  of  an  association  of  his 
name  and  his  store  in  the  public  mind  with  our  name 
and  trade-mark. 

In  days  gone  by  we  were  satisfied  with  satisfied  custo- 
mers, but  no  longer.  Calumet  would  have  never 
reached  first  place  on  the  old  theory  that  “a  satisfied 
customer  is  the  best  advertisement.”  We  are  not 
contented  with  satisfied  customers.  We  want  en- 
thusiastic customers.  To  get  them,  we  must  have 
enthusiastic  salesmen,  enthusiastic  advertising.  Farm- 
ing that  makes  two  blades  of  grass  grow  where  only  one 
grew  before  is  called  intensive  farming.  An  advertise- 


ment that  creates  a new  customer  who  is  enthusiastic 
enough  to  enlist  her  neighbor,  is  intensive  advertising. 

Distribution  Methods  Must  Include  Selling  Helps 

Our  methods  of  distribution  naturally  must  include 
selling  helps.  We  concern  ourselves  with  the  final 
outlet  for  our  product.  You  may 
call  it  what  you  please — store  service, 
dealer  co-operation,  or  anything  you 
like — but  the  idea  is  that  we  regard 
our  business  as  one  big  machine,  the 
total  of  which  includes  not  only  the 
final  sale  but  the  final  service  as  well. 
The  wholesaler  and  retailer  represent 
important  links  in  this  chain,  but 
neither  of  them  is  the  final  market. 

I am  sure  that  the  baking  powder 
manufacturers  of  the  old  school 
would  stand  amazed  at  the  helpful 
details  that  Calumet  distribution 
now  includes.  While  there  are  quite 
a few  manufacturers  who  prefer  to 
restrict  their  distribution  to  exclu- 
sive selling  alliances,  the  majority, 
like  ourselves,  are  not  so  modest  and 
believe  in  100-point  distribution.  By 
this  I mean  that  the  term  “our  deal- 
ers” includes  every  wholesale  grocer, 
every  retail  grocer,  in  the  land.  I 
don’t  believe  l am  guilty  of  exag- 
gerating when  I say  that  we  enjoy 
better  than  ninety-nine  per  cent  dis- 
tribution with  both.  Still  the  real  difference  in  our  own 
plan  and  some  other  one  is  merely  one  of  interpretation. 

We  believe  that  a successful  marketing  system  must 
go  far  beyond  placing  the  merchandise  on  the  jobber’s 
floor  or  on  the  retailer’s  shelf.  We  are  not  content 
merely  to  include  selling  helps  for  them,  but  we  go  so 
far  as  to  undertake  to  educate  each  individual  house- 
wife just  how  each  and  every  spoonful  of  Calumet  can 
be  best  distributed  on  baking  days. 

We  are  optimistic,  but  our  optimism  is  not  of  the 
kind  that  leaves  the  problems  of  readjustment  to  the 
Government.  We  think  individual  action  on  the  part 
of  each  manufacturer  is  necessary  in  order  to  readapt 
methods  so  as  to  strengthen  every  link  in  the  entire 
chain  of  distribution,  with  a sense  of  the  manufacturer’s 
responsibility. 

Our  dealers  do  not  produce  Calumet  and  do  not 
always  know  the  inside  story  of  its  quality.  They  are 
concerned  with  hundreds — yes,  thousands — of  items, 
and  no  matter  how  anxious  they  are  to  serve  the 
housewife  intelligently,  we  prefer  to  work  hand  in  hand 
with  them  by  extending  the  protection  which  they 
enjoy  to  their  customer,  the  consumer,  as  well. 

Advertising,  like  baking  powder  or  like  salesmen,  is 
best  judged  by  what  it  does  rather  than  what  it  is.  We 


K.  K.  BELL 


[12] 


are  unable  to  buy  advertising  as  we  do  our  materials. 
It  is  something  that  can’t  be  standardized,  because  no 
two  of  us  think  alike  and  no  two  commodities  can  be 
sold  with  the  same  “spiel.”  A lot  of  copy  is  good 
literature — yet  it  fails  to  “bring  home  the  bacon.”  The 
old  way  of  sticking  to  publicity  and  stereotyped  same- 
ness is  obsolete.  Today,  your  copy  must  have  room 
for  imagination. 

During  the  past  year  it  has  been  discouraging  to 
manufacturers  to  have  the  value  of  their  copy  killed, 
appearing  side  by  side  with  some  pessimistic  editorial. 
Most  advertising  is  truthful  and  optimistic.  Unfortun- 
nately,  as  much  cannot  be  said  of  editorials. 

Best  of  all,  advertising  makes  us  honest.  Look 
around  you,  and  you  will  find  there  has  been  no  profit- 
eering in  trade-marked  nationally  advertised  merchan- 
dise. Furthermore,  firms  that  employ  advertising  in 
large  quantities  are  forced  to  practice  foresight.  If  you 
make  a mistake  in  selecting  an  automobile,  you  can 
recoup  part  of  your  loss  by  selling  at  a sacrifice.  If  you 
invest  your  money  in  poor  advertising,  it  is  “good 
night.” 

The  peculiar  thing  about  advertising  is  that  while  it 
cannot  be  standardized,  it  does  standardize  grades  and 
markets,  encouraging  a freer  competition.  No  adver- 
tising is  powerful  enough  to  put  a crown  on  the  head  of 
a humbug.  A food  specialty,  under  a private  brand 
today  is  like  a mule — “without  pride  of  ancestry  or  hope 
of  posterity.”  The  man  who  leaves  his  son  a factory 
producing  unknown  goods,  leaves  him  merely  a chance 
to  fight  for  business.  The  man  who  leaves  his  son  a 


factory  producing  goods  that  have  a place  in  the  public 
opinion  of  the  nation,  leaves  that  son  an  inheritance 
which  only  his  own  folly  can  destroy. 

We  are  back  to  the  buyer’s  market.  Dealers  no 
longer  can  be  ordered.  They  must  be  persuaded. 
Advertising  and  salesmanship  have  again  come  into 
their  own  because  more  must  be  accomplished  with  less 
expense  than  heretofore.  One  outstanding  example  of 
this  is  the  disposition  of  certain  classes  of  industry  to 
pool  their  advertising.  Banks,  coffee  roasters,  and 
even  the  churches,  are  putting  on  campaigns  based  on 
their  needs  in  common.  The  bankers’  bulletin  en- 
courages thrift  and  saving.  The  coffee  roaster  tells  the 
housewife  to  deal  with  the  neighborhood  grocer  and 
avoid  taking  chances  with  the  roving  peddler.  The 
church  billboard  reads:  “You  went  to  Sunday  School. 

Give  your  children  the  same  chance.” 

We  don’t  encourage  pool  buying.  We  prefer  to  deal 
individually  with  each  grocer  and  to  know  his  clerks; 
we  specifically  include  the  fellow  behind  the  counter 
in  our  plans. 

In  closing,  I want  to  say  without  any  desire  to  boast 
or  blow  my  own  horn,  that  our  sales  for  1921  have 
upheld  our  judgment  in  deciding  at  the  very  beginning 
of  the  year  against  retrenchment  in  any  form.  A “Go 
Get  ’Em”  policy  of  continuing  and  increasing  our 
already  intensive  campaigns  of  selling  and  advertising 
is  paying  dividends.  August,  usually  a dull  month, 
broke  all  previous  records  for  car  shipments  for  any 
month  in  our  history. 


Speech  was  made  to  open  man  to  man,  and  not  to  hide 
him;  to  promote  commerce,  and  not  betray  it.— Lloyd 


In  reporting  the  above  address  in  their  November  issue,  JUDICIOUS  ADVERTISING  made  the  following  comment 

Don't  Stay  Even — Get  Ahead 


Are  there  some  among  us  who  have  worked  with  all  our  might 
trying  to  get  things  back  to  normal? 

Trying  to  get  business  back  on  a pre-war  basis,  with  pre-war 
prices  ? 

Trying  to  give,  in  spite  of  difficulties,  satisfactory  service? 

Have  we  even  secretly  thought  ourselves  virtuous  in  so  doing? 
Thought  our  whole  duty  would  be  done?  A most  worthy 
ambition  realized? 

Yet  again,  have  not  some  of  us  felt  that  the  Duchess  was  right 
when  she  told  Alice  (in  “Through  the  Looking  Glass”  ) that  it 
takes  all  the  running  you  can  do  to  keep  in  the  same  place.” 

Then — shame  on  us  all! 

These  be  puny  thoughts  indeed! 

Hear  the  words  of  Mr.  Bell,  of  the  Calumet  Baking  Powder 
Company. 

In  a racy,  pithy  talk  which  we  give  in  this  issue,  he  says: 

“We  are  not  contented  with  getting  back  to  normal.  We 
intend  to  keep  ahead  of  normal. 


“We  are  not  contented  with  satisfied  customers.  We  want 
enthusiastic  customers. 

“I  don’t  believe  in  pre-war  prices  nor  pre-war  business 
methods. 

“I  detest  the  short-sightedness  of  a dealer  who  features  pre- 
war prices  in  his  advertising.  It  is  a negative  quality,  the  kind 
of  advertising  that  kills  instead  of  the  kind  that  builds. 

“Our  sales  for  1921  have  upheld  our  judgment  in  deciding 
at  the  very  beginning  of  the  year  against  retrenchment  in  any 
form.” 

Like  his  own  leaven,  Mr.  Bell  uplifts  us. 

No  feeble,  empty  optimism  this,  no  impossible  preachment. 

It  is  cogent  reality — stimulating,  invigorating;  a force  that 
should  start  us  going  at  a faster  pace. 

It  is  not  enough  to  keep  up. 

“Don’t  stay  even — get  ahead,”  says  Mr.  Bell. 

More  power  to  him! 

May  he  leaven  the  whole  lump! 


[13] 


Super  Sales  Success 

By  J.  L.  GALLAGHER,  General  Sales  Manager 


Ar  the  beginning  of  the  year  1921,  there  was  quite 
_ noticeable  a feeling  of  uncertainty  in  the  world  of 
trade.  The  press  recounted  in  alarming,  anxious  and 
uneasy  news  items  negative  events  that  almost  par- 
alyzed business.  Firms  that  were  large  advertisers  im- 
mediately cut  down  their  appropria- 
tion. Factory  purchasing  agents 
were  instructed  to  curtail  their  buy- 
ing. Selling  institutions  laid  off  an 
army  of  salesmen.  Surely,  such  a 
situation  would  test  the  courage, 
fearlessness  and  confidence  of  the 
bravest. 

The  Calumet  Baking  Powder 
Company  was  the  notable  exception. 

Its  officers  backed  up  its  executives, 
and  its  executives  backed  up  its 
fighting  salesmen.  Like  the  sea  cap- 
tain driving  his  ship  right  into  the 
blinding  storm,  knowing  the  power 
of  his  vessel  and  his  destination,  pays 
no  attention  to  the  elements  but 
directs  his  ship  with  such  confidence 
that  he  knows  that  he  will  safely 
pass  through  and  reach  port  in  due 
time,  so  did  this  company  feel,  with 
confidence  and  security  in  the  future, 
that,  provided  their  work  was  di- 
rected right,  they  must  win. 

As  a result  of  this  confidence  in 
conditions,  we  launched  forth  the  largest  and  most 
intensive  campaign  of  newspaper,  bulletin  board,  elec- 
tric sign  and  general  advertising  that  any  baking 
powder  company  ever  put  out.  Our  selling  ranks  were 
recruited  to  full  fighting  strength,  with  the  highest 
grade  of  salesmen  trained  and  hardened  not  only  to  sell 
Calumet  Baking  Powder  to  leaven  the  world’s  bread, 
but  they  were  trained  and  instructed  to  “dole  out” 
optimism  and  confidence  that  would  “lighten”  the 
burden  unjustly  imposed  on  the  merchant. 

Every  salesman  went  out  to  his  work  with  this  one 
thought  uppermost  in  his  mind:  “THE  MEN  WHO 
GET  THE  MOST  BUSINESS  ARE  THOSE  WHO 
FIGHT  THE  HARDEST  FOR  IT  AND  CARRY 
THE  MERCHANDISE  THAT  WILL  SELL  AND 
BRING  CUSTOMERS  BACK  TO  THE  STORE 
FOR  MORE.” 

That  the  Calumet  plan  was  a complete  success  was 
very  quickly  noticed  and  in  the  early  part  of  the  year 
the  World’s  Greatest  Newspaper  published  and  dis- 
tributed throughout  the  land  their  full-page  editorial 
with  actual  figures  proving  that  the  Calumet  Sales 
Force  were  victorious. 

The  quotas  of  sales  that  were  placed  against  each 
town  for  the  year  1921  were  the  largest  figures  ever  set, 
but  by  dogged  determination  on  the  part  of  every 


salesman,  backed  up  by  a live,  advertising  campaign, 
the  co-operation  and  support  of  the  wholesale  and 
retail  grocer  was  secured  and  the  volume  set  at  the 
beginning  of  the  year  was  practically  reached  in 
every  demonstrated  town. 

Intensive  campaigns,  covering  the 
small  towns  and  the  cross-road  gro- 
cers, gave  us  a showing  of  better  than 
90%  of  our  schedule.  The  volume  of 
sales  registered  in  the  smaller  towns 
embraces  a new  high  record  mark. 

Due  credit  must  be  given  to  the 
farm  paper  advertising.  All  agree 
that  the  standards  registered  in  the 
small  towns  during  the  year  1921 
must  never  be  lowered  either  in 
point  of  distribution  or  in  selling  the 
volume. 

Though  no  bulletins  were  pub- 
lished this  year  giving  the  number 
of  new  customers  secured  by  each 
individual  salesman  due  to  the  fact 
that  we  had  so  many  other  bulletins, 
still  a very  careful  check  has  been 
kept  on  this  important  part  of  our 
sales  work  and  the  number  of  new 
customers  recorded  shows  an  even 
greater  percentage  of  increase  this 
year  over  any  previous  year.  Fur- 
thermore, our  records  prove  that  the 
great  number  of  new  customers  that  were  won  over  to 
the  Calumet  fold  during  the  crucial  period  of  1919-20 
when  we  were  practically  the  only  baking  powder 
manufacturer  filling  our  orders,  have  been  retained. 
We  consider  that  this  is  a splendid  testimonial  that  the 
Calumet  product  gives  satisfaction  to  the  consumer 
and  the  Calumet  policy  wins  the  admiration  and  sup- 
port of  the  dealer. 

Eighty  million  pieces  of  co-operative  advertising  in 
the  form  of  Kitchen  Reminders,  School  Tablets, 
Recipe-Paper  Bags,  Calendars  and  Twenty  Lessons 
in  Domestic  Science  Literature  were  furnished  to 
the  dealer  during  this  year  on  orders  of  Calumet 
sold  by  our  sales  force.  This  tremendous  force  was 
designed  and  used  solely  for  the  purpose  of  helping 
the  dealer  move  his  stock  of  Calumet  Baking  Powder 
from  his  shelves  and  to  help  him  increase  his  business. 

It  was  only  a few  years  ago  that  we  adopted  the  plan 
of  selling  pool  and  straight  cars  of  Calumet  to  the  job- 
bers. Our  increase  in  the  number  of  cars  sold  this  year 
as  against  the  record  of  a year  ago,  shows  80%,  proof 
that  the  plan  is  a big  success  both  for  the  jobbers  and 
for  Calumet.  The  saving  through,  this  quantity 
handling  enables  the  jobber  thus  buying  to  realize  a 
larger  margin  of  profit.  Our  record  of  carloads  sold  for 
1921  is  setting  “some  mark”  for  the  following  years 
to  shoot  at. 


ft-- 


J.  L.  GALLAGHER 


>>>>>>>>>>>>>>>»>» 


The  demonstrating  crews  blazing  the  trail  for  Cal- 
umet through  virgin  fields  placed  this  wonderful 
product  in  approximately  500,000  homes  during  this 
current  year.  This  means  2,500,000  people  will  enjoy 
tasty  and  palatable  bakings  now  that  they  never  ex- 
perienced heretofore.  Our  invading  army  of  house- 
to-house  demonstrators  is  ever  moving  onward  slowly 
but  surely,  covering  the  ground  thoroughly,  adding  new 
territory. 

An  increase  of  over  60%  in  the  sales  through  dealers 
of  our  5 and  10-pound  packages  were  made  to  the 
hotel,  restaurants,  bakeries,  as  well  as  public  institu- 
tions, including  dining-car  systems.  The  number  of 
prize  winners  on  our  sales  force  for  selling  5’s  and 
10’s  this  year  proves  the  popularity  of  selling  the 
institution  trade.  “Single  Can”  buyers  established 
today  prove  dozen  buyers  in  a short  time. 


In  our  export  departments  we  have  during  the  cur- 
rent year  sent  Calumet  to  every  quarter  of  the  Globe. 
The  Indian  Nabobs  now  enjoy  modern  cakes  and 
pastries  prepared  by  the  Indian  Brand  Calumet. 
South  America  as  well  as  South  Africa,  the  West 
Indies  and  Europe  are  gradually  learning  of  Calumet’s 
efficiency  and  economy.  Even  the  little  island  of 
Samoa  now  imports  Calumet  in  fair  size  lots  and  is 
interested  in  the  using  of  Calumet  as  is  evidenced  by 
the  inquiries  for  Calumet  Cook  Books. 

The  division  managers  who  have  so  ably  directed, 
assisted,  trained  and  developed  the  salesmen  are  en- 
titled to  a lot  of  credit.  The  sales  managers  working 
both  inside  and  out,  helping  the  men  out  on  the  firing- 
line  with  words  of  counsel  and  good  cheer  have  played 
a big  part  in  bringing  about  the  wonderful  achieve- 
ments secured  in  1921. 

We  are  indeed  proud  of  the  results  of  the  past  year. 


The  Romance  of  a Great  Idea 

Continued  from  page  8 


employment.  You  must  sow  before  you  can  reap  and 
you  must  learn  before  you  can  earn;  there  must  be 
giving  out  before  there  can  be  taking  in.  Which  is  but 
another  way  of  saying,  you  serve  to  earn  a reward. 
Don’t  worry  about  the  reward,  it  will  take  care  of 
itself  and  will  be  just  exactly  in  proportion  to  the 
amount  of  service  you  render. 

You  don’t  think  that  is  true?  If  you  do  not,  I shall 
not  be  at  all  surprised,  because  there  are  about  ninety- 
three  per  cent  of  the  world’s  population  that  do  not 
believe  that,  either. 

On  the  other  hand,  there  are  seven  per  cent  who 
have  learned  that  the  law  of  service  and  reward  is  a 
definite  and  fixed  law,  and  the  seven  per  cent  constitute 
the  minority  class  of  leaders  and  the  others  the  ma- 
jority class  of  followers. 

Fortunately,  success  is  a matter  of  the  individual 
and  no  one  can  compel  you  to  believe;  it  is  a who-so- 
ever-will  proposition.  You  can  accept,  have  faith  in, 
and  use  natural,  fixed  laws  and  become  successful  or 
you  may  not  believe  in  them  and  suffer  the  conse- 
quences. 

I am  trying  to  prove  to  you  that  such  laws  exist  and 
that  certain  principles  are  pragmatic — they  do  work — 
and  I seek  to  supplement  what  I write  with  concrete 
examples  of  really  big  and  successful  men  who  are  living 
examples  that  give  testimony  to  such  laws  and  prin- 
ciples. 

As  a unit  we  are  improving;  in  the  last  ten  years, 
and  particularly  since  the  war,  two  per  cent  of  the 
follower  class  have  stepped  up  and  into  the  leader  class. 
Notice  the  young  men  who  have  broken  away  from 
the  crowds  and  begun  to  search  diligently  for  the 
secret  to  success,  hitched  their  wagon  to  a star  (Schwab, 
Gary,  Reynolds  and  others)  and  will,  in  the  not  far 
distant  future  outshine  the  star. 


This  is  possible  for  all,  but  accomplished  by  few;  yet 
even  that  is  encouraging. 

The  present  generation  owe  a deep  debt  of  gratitude 
to  successful  men  like  Warren  Wright,  who  are  willing 
to  cut  an  hour’s  slice  right  out  of  a busy  day,  in  order 
that  he  might  send  out  a word  of  advice  and  a message 
of  encouragement  to  those  of  you  who  are  striving  to 
make  your  mark  in  the  world;  to  him  it  will  not  mean 
one  iota  of  monetary  reward,  to  you  it  can  be  the  means 
of  starting  you  on  the  road  to  success.  Therein  lies  our 
reward. 

Who  will  say  that  Warren  Wright,  like  Schwab  of 
enthusiasm-inspiring  fame,  has  not  earned  title  as 
“A  Developer  of  Young  Men”? 

I asked  Mr.  Wright  what  Calumet  folks  thought  of, 
or  had  to  say,  about  competitors.  In  answer  he  pre- 
sented me  with  an  attractively  covered  little  booklet 
bearing  the  title,  “What  We  Have  to  Say  About  Our 
Competitors.”  In  all  my  experience  I have,  with  but 
one  exception,  never  seen  anything  like  it,  the  excep- 
tion being  when  I bought  Elbert  Hubbard’s  “Essay 
on  Silence,”  a neat,  leather-bound  volume  of  blank 
pages — containing  not  a word!  Great  wisdom  that! 

I could  write  pages  describing  the  many  things  that 
impressed  me  as  I toured  the  five  floors  of  that  vast 
Calumet  plant,  covering  an  entire  city  block. 

The  extensive  ventilating  systems  are  as  modern  as 
timely  inventions  and  human  skill  can  make  them  and 
no  effort  or  expense  has  been  spared  to  make  it  the 
best  lighted  and  most  sanitary  institution  of  the 
present  day.  This  is  further  evidenced  by  the  fact  that 
although  the  writer  wore  a blue  serge  suit  on  this  tour, 
my  clothes  did  not  require  brushing  when,  after  an 
hour,  the  trip  had  been  concluded.  A most  unusual, 
indeed  a wonderful,  fact,  in  a factory  making  such  a 
product.  Conti  nued  on  page  16 


Those  who  ply  the  sea  do  not  carry  the  winds  in  their  hands.— Cyrus. 

[15] 


Pass  In  Review 

By  A.  F.  RADER,  Sales  Manager 


THIS  is  our  “Victory  Day.”  Let’s  gather  then, 
from  far  and  near  to  see  the  victorious  Calumet 
Legions  pass  in  review!  March  by  with  swinging  stride! 

Our  allies  have  the  position  of  honor!  Hats  off  to  the 
distributors  of  our  product,  both  wholesale  and  retail! 

Here’s  health  and 
wealth  to  the  jobbers 
who  have  worked 
hand  in  hand  with  us 
to  make  our  achieve- 
ments of  1921!  And 
to  their  fighters  at 
the  front — the  job- 
ber salesmen!  And 
let’s  express  our  ap- 
preciation of  the  help 
of  every  retailer  and 
every  clerk  who 
worked  for  Calumet 
1921  success  by  fea- 
turing Calumet — by 
displaying  it  on 
counter,  in  window 
and  on  “lower  shelf.” 
Next  let’s  applaud 
our  co-workers  in 
laboratory  and  fac- 
tory — and  “munition-makers,”  who  by  day  and 
night  so  effectively  guarded  the  purity,  uniformity 
and  quality  of  Calumet.  We  could  have  accomplished 
nothing  without  their  unceasing  and  efficient  work! 
Now  pass,  you  100  Pointers! 


Men,  we’re  proud  of  you! 

Your  indomitable  will  and  courage  turned  seeming 
defeat  into  the  most  glorious  of  all  Calumet  years! 
Your  August  and  September  drive  was  most  spectacular 
Your  orders  rolled  in  by  the  carload  and  for  carloads! 
Only  real  salesmen,  only  fighting , smiling  salesmen 
could  have  accomplished  so  much! 

But,  as  in  every  triumphant  “home-coming”  proces- 
sion, there  are  vacant  spaces  in  the  ranks!  For  one 
moment  let’s  consider  them!  Here’s  the  best  of  luck 
to  those  who  are  missing  from  the  files  today — here’s 
to  each  and  every  one  of  those  who  made  sincere  though 
unsuccessful  effort  to  “carry  on”! 

We  have  always  been  proud  of  our  sales  organization. 
It  has  always  been  great,  but  today  we  are  adding  faith 
to  our  pride.  We  believe  in  you!  Today  we  are  not 
worrying  what  the  future  holds  for  Calumet. 

We  are  rejoicing  together  because  we  know  the  'power 
within  you!  You’ve  had  your  baptism  of  fire!  You 
are  best  by  test.  You’ve  been  tried  and  not  found 
wanting! 

May  1 pay  a personal  tribute  to  the  men  of  my 
division?  1 could  not  possibly  do  justice  to  their  deeds 
of  salesmanship.  1 have  spent  days  with  each  one  of 
them  out  in  the  dugouts  and  trenches!  I have  mar- 
velled at  their  resourcefulness,  their  alertness  and  their 
courage.  As  I have  lived  with  these  men,  I know  them. 
They  are  Calumeters,  through  and  through! 

And,  therefore,  I decorate  them  with  that  badge  of 
honor,  of  “conspicuous  bravery  under  fire — Calumet  100 
Pointship!  ” 


Gregory  quotes  Robert  Halt,  as  saying:  “ Call  things  by  their  right  names  . . . 
Glass  of  Brandy  and  Water!  That  is  the  current  but  not  the  appropriate 
name:  ask  for  a glass  of  Liquid  Fire,  and  Distilled  Damnation.” — Gregory 


The  Romance  of  a Great  Idea 

Continued  from,  page  15 


Ever  notice  the  little  details  when  opening  a new 
can  of  “You  Save  When  You  Buy — You  Save  When 
You  Use”  baking  powder?  It  costs  a few  pennies 
additional  to  furl  the  top  of  the  can  so  as  to  eliminate 
the  danger  occasioned  by  cutting  of  fingers  on  the 
sharp  edge  of  the  ordinary  can,  also  reinforcing  the  can 
so  that  it  will  not  bend  so  easy  in  being  used  as  a vessel 
in  the  kitchen.  Little  details,  yes;  maybe  never 
noticed,  but  you  unconsciously  realized  the  advantage. 
Same  thing.  Just  the  Calumet  way  of  giving  the  cus- 
tomer more  than  he  paid  for. 

Each  can  of  “Calumet”  contains  a little  “Essay  on 
Thrift”  placed  in  the  top  just  before  the  can  is  her- 
metically sealed  with  the  label  that  caused  Mrs. 


Jones’  little  boy  to  ask  the  grocer  for  the  can  with 
“The  Indian  Head”  on  it. 

As  a suggestion  of  volume,  carload  after  carload  of 
Calumet  Baking  Powder,  sufficient  to  supply  about 
one-third  of  the  entire  world’s  demand,  leaves  the 
shipping  platform  every  round  of  the  clock. 

We  need  not  mention  chemical  composition;  it’s 
printed  on  every  can.  I can  say,  however,  that  each 
ingredient  is  exactly  proportioned,  being  accurately 
weighed  within  one-thirty-second  of  a pound.  This 
insures  every  can  being  identical. 

Further  precaution  is  taken  in  that  samples  are 
taken  from  the  mixing  drum  to  the  laboratory,  where 
the  cold  water  test,  already  well  known  to  users  of  this 

Continued,  on  page  23 


[16] 


■•»»»»»»»»»»»>»: 


The  Thrills  of  1921 


By  E.  G.  ENGEL,  Sales  Manager 


AT  THIS  season  of  the  year,  with  the  New  Year  but 
i \ a few  hours  away,  we  become  reminiscent  and 
review  past  events,  at  the  same  time  wondering  what 
the  New  Year  has  in  store  for  us. 

In  thus  reviewing  events  during  1921,  it  fills  me  with 
pride  when  I think  of  the  wonderful  progress  we  have 
made.  It  thrills  me  when  I stop  and  think  of  the 
stride  made  by  our  wonderful  organization — it  thrills 
me  when  I think  of  the  records  established  by  our 
fighting  sales  force,  who  have  fought  and  won  the 
battle,  overcoming  the  greatest  obstacles,  winning  out 
despite  conditions  and  competition. 

Their’s  was  no  easy  task  when  they  started  out  in 
January  of  this  year.  They  not  only  had  to  fight  the 
battle  of  competition,  but,  had  a bigger  battle,  as  first 
of  all  they  had  to  restore  confidence  in  the  trade. 
They  had  to  enthuse  the  trade  and  instill  new  confi- 
dence. They  had  to  spread  optimism  and  overcome 
all  the  demoralizing  influences  that  usually  accompany 
a period  of  depression. 

They  so  inspired  the  business  world  by  their  en- 
thusiasm and  confidence,  that  they  not  only  turned  in 
the  world’s  biggest  baking  powder  business,  but  were 
pointed  to  by  other  business  concerns  as  the  living 
example  of  what  courage,  confidence  and  enthusiasm 
will  do. 

It  thrills  me  when  I review  these  accomplishments 
and  makes  me  want  to  proclaim  them  from  the  house 
tops.  And,  what  is  it  that  has  made  the  Calumet 
organization  the  peer  of  its  kind  in  the  business  world? 
IT  IS  THE  CALUMET  SPIRIT! 

The  Calumet  spirit  is  best  illustrated  in  the  story  of 
the  three  masons,  who  were  working  on  a cathedral. 

They  were  asked  what  they  were  doing,  and  the  first 
replied,  “I  am  laying  bricks  for  35.00  per  day.” 

The  second  answered  with  a little  enthusiasm,  “I  am 
laying  these  bricks,  seeing  to  it  that  they  are  laid  right.” 

The  third  when  asked  the  same  question^  replied 
with  a great  deal  of  enthusiasm,  “I  am  helping  to  build 
this  wonderful  cathedral.” 

The  third  mason  had  the  real  Calumet  spirit,  and 
it  is  that  spirit  which  has  made  Calumet  the  world’s 
largest.  That  indomitable  spirit  which  dominates  us 
and  helps  us  to  make  Calumet  a great  American 
institution. 

It  was  the  Calumet  spirit  which  enabled  District 
Sales  Managers  Stone,  Kroeger  and  Wilson  to  smash 
all  previous  records.  It  was  the  Calumet  spirit  which 
made  Curry  win  the  “distribution  and  advertising” 
prizes. 

It  was  the  Calumet  spirit — the  “never  say  die” 


spirit — which  enabled  Wickenberg,  Dailey,  Gorman, 
Dalsheimer,  Kidd,  Napier  and  other  old  timers  to 
show  wonderful  increases.  It  was  this  same  spirit 
which  inspired  Carlson,  Reiff,  Ihrer,  Higginbotham, 
Parker,  O’Shea,  Brodel,  Plunkett,  Tackett,  Young  and 
other  rookies  with 
the  determination  to 
beat  the  records  set 
by  the  old  timers. 

It  was  the  Calu- 
met spirit  which 
broke  all  carload 
records  in  this  di- 
vision. It  was  this 
same  spirit  which 
made  sales  promo- 
tion business  the  big- 
gest ever.  It  was 
this  spirit  which 
broke  all  sales  rec- 
ords. 

It  is  the  Calumet 
spirit  that  inspires 
the  greatest  selling 
organization  and 
fighting  aggregation 
of  its  kind,  with  the 
determination  to  overcome  all  obstacles  — and 
speaking  of  obstacles,  remember  that  it  is  by  over- 
coming them  that  we  grow  bigger.  Overcoming 
obstacles  brings  out  the  best  that  is  in  us.  It 
makes  us  bigger  and  better  in  very  way. 

When  Calumet  first  entered  the  baking  powder  field 
there  were  countless  obstacles  to  overcome,  yet  each 
time  there  emerged  a bigger  and  stronger  Calumet. 
The  same  applies  to  us  as  the  Calumet  spirit  will 
enable  us  to  overcome  all  obstacles. 

It  is  the  Calumet  spirit  and  the  successes  it  has 
inspired  that  has  thrilled  the  business  world.  Count- 
less editorials  in  newspapers  throughout  the  country 
attest  to  the  admiration  the  Calumet  spirit  has  won. 
These  editorials  have  thrilled  thousands  of  readers  with 
their  inspiring  message  of  the  Calumet  spirit. 

It  is  the  Calumet  spirit  that  will  enable  us  to  con- 
quer the  world,  not  in  the  sense  that  the  word  “con- 
quer” is  usually  used,  but  in  a way  that  will  enable 
housewives  to  have  more  successful  bakings  and  in 
that  way  we  will  render  a distinct  service  to  mankind. 

1922  with  its  tremendous  possibilities  is  upon  us. 
The  Calumet  organization  with  its  wonderful  sales 
force,  fired  by  the  Calumet  spirit  will  make  1922  the 
biggest  in  our  history. 


E.  J.  ENGEL 


’Tis  greatly  wise  to  talk  with  our  past  hours  Night  Thoughts 


[17 


Chicago  and  Illinois 


By  W.  H.  SIZEMORE,  Sales  Manager 


THINKING  back  to  January  1921  I am  reminded 
of  the  modern  manner  of  building  a giant  sky- 
scraper building.  Once  we  wondered  why  the  builder 
put  up  the  steel  frame  work  complete  often  times  even 
before  a single  story  is  even  partially  finished.  The 
question  is  answered  by  one  single 
word — confidence. 

Imagine  the  surprise  of  one  of  our 
forefathers  if  he  could  see  the  brick 
masons,  carpenters  and  painters  ac- 
tually finishing  the  roof  and  the 
twenty-fifth  story  of  a modern  office 
building  before  anything  was  done 
on  lower  floors.  We  all  remember 
the  days  when  the  building  was 
erected  by  completing  the  first  story 
then  the  second,  third  and  each  suc- 
ceeding floor,  until  finally  the  roof  was 
put  on  to  complete  the  job. 

Like  the  contractor  who  has  su- 
preme confidence  in  the  bed  rock 
foundation  and  therefore  puts  up  the 
immense  steel  frame  work  without  a 
single  fear,  so  did  the  good  business 
man  look  ahead  during  1919  and 
1920  and  build  a sturdy  foundation 
for  1921  business  by  concentrating 
on  Quality,  Service  and  Satisfaction, 
regardless  of  the  fact  that  supply 
was  never  equal  to  demand  during  the  years  of  riotous 
buying. 

Calumet  believed  that  the  great  city  of  Chicago,  and 
Illinois,  the  home  of  honest  Abraham  Lincoln, 
would  patronize  any  concern  who  kept  the  public  con- 
fidence and  lived  up  to  the  ideals  expressed  by  Lincoln. 
Never  was  there  a time  when  the  Quality  was  more 
sacredly  guarded;  never  has  this  company  put  forth 
greater  effort  toward  helping  the  dealer  than  during 
the  year  of  plenty  when  orders  came  so  fast  we  could 
not  supply  the  demand. 

While  many  concerns  laid  off  salesmen,  curtailed 
advertising  and  even  cut  Quality,  we  looked  steadily 
ahead  with  assurance  that  the  public  would  fully  repay 
any  man  for  honest  endeavor.  Results  prove  the  con- 
tention that  right  always  wins  over  any  plan  that  does 


not  provide  for  honest  value  to  consumer,  retail  and 
wholesale  dealers.  A recent  survey,  taken  by  an  or- 
ganization that  takes  nothing  for  granted,  shows 
Calumet  supplies  more  than  50%  of  the  baking  powder 
used  in  the  city  of  Chicago. 

The  same  rule  of  square  dealing 
permeates  this  organization  through- 
out, therefore  our  salesmen  receive 
due  credit  for  the  magnificent  part 
which  they  have  played.  We  refer 
with  pride  to  the  Chicago  and  Illinois 
men  and  especially  to  such  old  timers 
as  F.  N.  Danforth,  15  years  on  the 
Calumet  sales  force;  Wm.  V.  Parker, 
10  years;  C.  R.  Howorth,  8 years; 
J.  G.  McFarland,  9 years;  Jack  Zan- 
one,  9 years,  and  the  rest  of  our  sales 
force  who  have  proven  their  loyalty 
by  honest  effort  although  the  time  of 
service  varies  from  six  months  to 
four  years. 

We  honestly  believe  that  a house 
may  have  the  best  goods,  the  great- 
est advertising  and  the  best  service — 
however,  its  product  is  never  prop- 
erly represented  except  by  real  sales- 
men who  take  pride  in  their  own 
appearance  and  manner  of  repre- 
senting their  institution.  Calumet 
uses  the  most  skilled  people  and  the  very  best  material, 
at  the  same  time  sparing  no  expense  necessary  in  keep- 
ing machinery  and  equipment  up  to  date.  Therefore 
we  must  have  the  highest  type  of  salesmen  in  every 
territory. 

The  average  buyer  is  a busy  man,  his  time  is  well 
taken  up  and  the  salesmen  who  travel  around  can 
always  pick  up  new  ideas,  excellent  selling  helps  and 
suggestions  for  the  good  of  the  customers.  Every  sales- 
man should  be  a source  of  valuable  information,  thus 
making  his  visit  a welcome  occasion  by  the  busy  mer- 
chant who  always  appreciates  worth-while  information 
and  suggestions.  The  good  accomplished  by  Chicago 
and  Illinois  representatives  should  be  an  inspiration  to 
every  Calumet  salesman.  Know  your  line — knowledge 
creates  confidence — confidence  builds  power  and  power 
means  success. 


W.  H.  SIZEMORE 


Think  well  before  you  clothe  your  thoughts — man  and  his  handi- 
work decline  and  rot  but  a word  has  eternal  life. 

Listen!  The  English  language  is  a gold  mine- — and  it  is  free 
for  all,  but  the  big  nuggets  lie  deep  and  only  the  persistent  miners 
ever  strike  a find.  It  is  never  too  late — now  is  YOUR  time. 
Stake  a claim  and  make  a name. 


The  most  severe  beating  any  man  ever  received  was  to  be  whipped 
with  words.  The  prize  fights  of  tomorrow  will  be  on  the  rostrums 
of  our  educational  institutions  and  the  gladiators  will  use  only 
words  as  weapons. 

Proclaim  a word  to  the  world  until  it  becomes  a by-word  for  a 
human  need  and  you  can  make  that  little  word  worth  millions. 


My  appetite  comes  to  me  while  eating  Montaigne 
[18] 


Shunning  the  Slumps 


By  J.  C.  LEWIS,  Sales  Manager 


NINETEEN-TWENTY-ONE,  now  closing,  will  be 
counted  by  a great  many  as  the  year  of  the  big 
slump.  This  is  true  with  individuals  as  well  as  with 
firms.  It  is  my  good  fortune  to  belong  to  a concern 
whose  business  has  increased  right  along  without  even 
hesitating  in  times  of  stress,  and  that 
also  enjoys  the  distinction  of  being 
classed  the  leader  in  its  respective 
line. 

This  has  been  the  best  year’s  bus- 
iness in  our  entire  history,  and  we 
are  counting  on  making  next  year 
better  still.  From  the  man  highest 
up,  down  to  the  advertising  boy  who 
carries  the  Calumet  banner,  we 
don’t  believe  in  slumps;  so  instead  of 
laying  off  salesmen  and  cutting  down 
our  sales  force,  we  have  followed  a 
reverse  policy  and  have  yet  to  reduce 
a single  salary. 

Naturally,  more  salesmen  mean 
more  sales.  Better  salesmen  mean 
better  sales.  Our  plan  has  been  to 
refire  the  fellow  who  has  merely  gone 
stale  during  the  easy  sailing  of  1920, 
giving  him  a full-size,  man’s  chance 
to  prove  his  worth  as  a fighter  under 
the  stressed  conditions  which  have 
continued  throughout  during  prac- 
tically all  the  year.  Those  who  have  shown  the  right 
qualities  have  been  retained.  The  weak  ones  have 
joined  the  ranks  of  “salesmen  in  name  only,”  most  of 
whom  are  on  the  waiting  list  for  employment.  Unem- 
ployment among  salesmen  seems  to  be  a seasonable 
occurrence.  At  any  rate,  it  is  not  unusual  for  this 
time  of  the  year.  During  the  years  that  I have  been 
in  the  selling  game,  I can’t  recall  a December  but 
what  we  were  swamped  with  applications— usually 
men  coming  from  firms  who  had  failed  to  weather  the 
slump  and  had  been  forced  to  retrench. 

It  is  bound  to  be  a source  of  consolation  to  the 
Calumet  hundred-pointer  that  he  can  look  back  over 
the  record  of  his  house  and  remember  that  no  salesman 
ever  lost  his  position  because  of  a slump.  I often 
wonder  if  we  appreciate  the  real  value  and  security  of  a 
Calumet  connection,  where  the  “go  get  ’em”  spirit  is  a 
guarantee  against  almost  every  hazard  which  the 
average  salesman  must  carry.  I am  sure  the  old- 
timers  appreciate  that  baking  powder  is  an  essential 
and  that  Calumet  Baking  Powder  is  an  absolute  es- 
sential to  every  well  regulated  household.  The  other 
essentials  that  are  necessary  in  order  to  avoid  the  to- 
boggan are  in  the  keeping  of  the  salesman  himself. 


1921  has  added  another  incontestable  chapter  as  to 
the  ability  of  this  company  to  go  ahead.  All  of  us 
know  the  great  handicap  which  “something  wrong  at 
home”  means  to  the  salesman  on  the  road.  It  must 
be  a nerve-wrecking  task  to  represent  a pessimistic 
outfit  whose  every  move  shows  a lack 
of  confidence — burdening  a lot  of 
worry  on  the  salesman  instead  of  in- 
spiring him  with  enthusiasm.  So  it 
is  practically  an  impossibility  for  our 
salesmen  to  invent  an  alibi.  Their 
firm,  their  fellow  salesmen,  are  all 
going  ahead  with  bigger  and  better 
records  every  year.  Consequently 
an  individual  slump  in  sales  merely 
eliminates  the  individual  who  is  not 
able  to  keep  step  with  the  organiza- 
tion whose  record  for  more  than 
thirty  years  fails  to  register  a single 
period  of  depression.  All  years  look 
alike  to  Calumet.  Visualize  its  suc- 
cess, and  you  can’t  point  out  “the 
year  of  the  panic,”  nor  can  you  lo- 
cate the  strikes,  wars,  or  any  other 
condition  which  many  houses  point 
to  as  the  saving  circumstances  justi- 
fying the  slump  which  overtook 
them.  It  is  just  as  true  that 
a review  of  the-  individual 
records  of  our  salesmen  shows  there  is  no  lack  of  im- 
provement for  the  hustlers.  It  doesn’t  matter  whether 
money  is  plentiful  or  scarce,  selling  hard  or  easy,  the 
weather  hot  or  cold — they  recognize  that  ninety-nine 
out  of  every  hundred  have  money  to  spend  and  that 
fully  one  hundred  per  cent  are  eating  three  times  a 
day.  Our  Southern  salesman  can  be  called  “slump- 
proof”  because  he  is  immune  to  discouragement.  He 
knows  that  what  the  average  dealer  calls  hard  times 
now  would  have  been  called  good  times  a few  years 
ago — that  the  farmer’s  discouragement  is  not  that  he 
is  broke,  but  that  he  recently  had  so  much.  Best  of 
all,  he  knows  that  his  product  is  consumed  three  times 
a day.  People  everywhere  eat  food — they  don’t  eat 
money.  Nothing  daunts  him.  That’s  why  the  Gulf 
Coast  Special  and  the  Cotton  Belt  Special  set  the  pace 
in  the  recent  Sweepstakes  event. 

Right  here,  I want  to  express  my  sincere  thanks  to 
the  division  managers  and  the  splendid  salesmen  who 
have  produced  increased  returns  in  spite  of  the  de- 
pression which  has  prevailed  throughout  the  cotton 
and  rice  growing  states.  I appreciate  all  you  have 
done  in  1921,  and  extend  to  you  my  heartiest  wishes 
for  a prosperous  1922. 


r % 

^ £ 


J.  C.  LEWIS 


This  is  very  midsummer  madness— Shakespeare 


i;ic«CK«K«a«««KtKtKiKKtt  <•>  ixtKisas«<s 


How  We  Figured  It  in  1921 

i?y  C.  F.  KEENE,  Advertising  Manager 


THAT  was  the  year  when  many  manufacturers  laid 
down,  threw  up  their  hands  and  waited  for  things  to 
brighten  up  and  come  to  them.  Did  we?  We  did  not. 

With  the  foresight  and  energy  that  has  always 
characterized  Calumet  plans  and  policies,  a larger  and 
stronger  campaign  of 
advertising  was 
originated  to  exactly 
cover  and  overcome 
present  conditions 
and  you  were  given 
more  help  and  assist- 
ance than  you  ever 
had  before. 

Real  advertising  is 
not  to  help  you  sell 
the  dealer — it  is  pri- 
marily to  move  the 
goods  on  the  dealers’ 
shelves — it  makes  for 
quick  turnover  and 
thereby  greater  op- 
portunities for  you. 
How  well  you  have 
taken  advantage  of 

C.  F.  KEENE  the  opportunities 

created  is  best  told 
in  your  sales. 

The  total  volume  is  a credit  to  you  and  our  advertis- 
ing. No  one  questions  the  power  of  advertising  to 
economize,  intensify  and  broaden  salesmanship.  It 
does  the  work  which  would  consume  your  valuable 
time  and  enables  you  to  concentrate  upon  what  you 
are  best  fitted  to  do. 

Realizing  the  position  of  the  retail  grocer  our  cam- 
paign was  designed  not  only  to  move  Calumet  from 
his  shelves  but  to  make  his  position  clear  to  the  con- 


sumer and  relieve  him  of  the  odium  of  being  termed  a 
profiteer. 

How  well  this  succeeded  is  shown  by  the  unanimous 
endorsement  Calumet  received  at  the  hands  of  the 
National  Association  of  Retail  Grocers  and  many  state 
organizations  of  our  distributors. 

Let’s  get  down  to  figures: — 

The  1,000  daily  papers  that  carried  Calumet  adver- 
tising reached  13,170,206  city  and  small  town  homes. 

6,576,859  farm  and  village  homes  were  covered  by 
the  51  farm  papers  we  used. 

Electric  signs,  24-sheet  posters,  painted  walls  and 
bulletins  all  added  to  the  general  effectiveness  of 
Calumet’s  program. 

In  brief,  every  home  in  our  territory  received  the 
Calumet  story  of  better  bakings  through  one  or  more 
of  the  mediums  named  above  and  as  a result — 

The  demand  for  Calumet  increased. 

The  increased  turnover  made  many  openings  for  you 
and  assured  you  a warm  welcome. 

So  we  made  an  investment — one  that  guaranteed  a 
satisfactory  return — in  fact,  we  made  bad  times  good — 
changed  the  tendency  to  minimize  purchases  to  a con- 
stantly increasing  demand  for  our  product  and  conse- 
quently an  increased  sale  of  all  baking  ingredients. 

Always  consider  advertising  as  an  investment.  It  is 
easy  to  give  many  instances  where  the  owners  of  trade 
marks  would  not  sell  their  rights  today  for  all  that  has 
been  spent  in  advertising  them,  though  the  cost  of  this 
advertising  has  been  charged  off  each  year  and  justi- 
fied by  reduced  selling  expense. 

1921  was  the  acid  test  of  advertising  as  it  was  of 
salesmen  and  there  has  never  been  more  conclusive 
evidence  of  the  power  of  properly  prepared  and  applied 
salesmanship  and  advertising  than  in  Calumet’s  record 
for  1921. 

Records,  you  know,  are  made  to  be  broken.  “ ’Nuff 
sed.” 


Angling  is  somewhat  like  poetry,  men  are  to  be  born  so.  The  Complete  Angler. 


Sales  Manager  Gallagher  Makes  Them  Pass  Up  the  Tea  and  Coffee  Store, 
Soap  Clubs,  and  Mail  Order  Houses 


[20] 


Production  Plus 

By  T.  J.  BRYAN,  General  Superintendent 


BEFORE  singing  this  paean  of  progress,  it  is  well  for 
each  one  of  us  to  determine  exactly  where  he 
stands.  Where  he  stands  today  with  reference  to  his 
position  one  year  ago,  will  show  his  progress,  or  lack 
of  progress.  It  is  not  so  easy  to  be  exactly  sure  where 
one  stands;  we  may  determine  this  standpoint  from  a 
false  basis. 

Our  relative  positions  cannot  be  measured  entirely 
by  dollars  and  cents.  We  must  consider  our  capacity 
for  work;  our  capacity  for  the  particular  kind  of  work 
for  which  we  are  engaged,  and  if  we  can  do  more  of  the 
kind  of  work  that  is  expected  of  us,  we  have  made 
progress,  irrespective  of  whether  there  has  been  a com- 
mensurate increase  in  dollars  and  cents.  But  the 
capacity  for  work  of  the  kind  for  which  we  are  engaged 
does  not  necessarily  measure  our  progress,  unless  with 
this  increased  capacity,  we  have  the  energy  and  zeal 
to  apply  the  new  found  powers  to  the  ends  desired. 

If  the  tendency  to  slight  work  has  increased;  if  there 
is  less  dissatisfaction  with  having  just  gotten  the  order 
and  not  really  “selling”  the  man;  if  we  are  content  with 
the  reports  on  paper  which  can  be  sent  into  the  office, 
rather  than  lasting  impressions  made  on  the  man  in  the 
store,  we  may  feel  like  singing  triumphal  songs  of 
progress,  when  there  is  really  need  for  self-contempt, 
and  a new  start  in  the  right  direction. 

It  would  be  very  much  out  of  place  at  this  time  to 
mention  the  individual’s  progress,  if  it  did  not  mean  so 
much  to  the  whole  Calumet  Company.  Unless  its  men 
in  all  departments  are  growing  all  the  time  in  ENERGY 
ZEAL  and  CAPACITY,  new  blood  must  be  imported, 
or  the  business  will  go  backward.  The  very  fact  that  the 
business  as  a whole  is  going  steadily  forward,  means  that 
the  individuals  have  grown,  on  the  average.  If  we  are 
going  to  measure  progress,  let  us  look  once  again  at  the 
mark  at  which  we  shot,  and  see  how  far  short  thereof 
we  fell  that  we  may  aim  truer  in  the  coming  year. 

The  advertising  department  advertises  Calumet. 
The  salesmen  sell  it,  and  then  it  is  up  to  the  factory  to 
deliver  the  goods.  Has  the  factory  made  progress  in 
doing  its  part  of  the  work?  The  answer  is  an  emphatic 
“YES.”  Goods  when  ordered  are  being  delivered 
promptly  on  the  dates  requested.  This  is  a marked 
improvement  over  some  experiences  of  the  past  four 
years,  and  this  change  has  been  made  possible  to  a large 


extent  through  the  broad  policy  of  the  heads  of  the  firm. 

Many  times  in  the  past,  it  was  necessary  for  the 
factory  to  close  down  because  we  could  not  obtain  the 
necessary  raw  materials  with  which  to  make  the  baking 
powder.  In  the  past  year  the  firm  has  bought  and  taken 
over  the  Superior  Chemical  Company  where  the  phos- 
phate and  alum  used 
in  Calumet  are  made. 

We  are  thus  assured 
of  an  ample  supply 
of  these  two  raw  ma- 
terials, as  we  never 
have  been  in  the  past, 
and  shutdowns  from 
lack  thereof  are  not 
likely  to  occur  in  the 
future.  A shutdown 
not  only  makes  it 
impossible  to  deliver 
the  orders  on  hand 
which  should  have 
been  put  up  during 
the  time  the  factory 
was  closed,  but  de- 
lays the  orders  for 
many  succeeding 
weeks  and  perhaps 
months.  This,  we  trust,  will  never  happen 
again.  The  addition  of  new  machinery  to  our 
already  well-equipped  factory,  together  with  the 
changes  from  wartime  labor  conditions,  makes  it 
possible  for  us  now,  during  the  day,  to  put  up  as  much 
baking  powder  as  we  formerly  put  up  under  the  lax 
conditions  of  labor  and  without  that  machinery,  by 
working  not  only  during  the  day,  but  up  to  twelve 
o’clock  at  night.  People  in  the  factory  have  not 
only  shown  renewed  zeal  in  the  work,  but  increased 
capacity  for  speed  in  the  handling  of  new  and  intricate 
machines. 

As  a result  of  all  these  changes,  the  manufacture  of 
Calumet  Baking  Powder  is  speeding  along  with  the 
regularity  of  a clock.  The  care  exercised  in  its  manu- 
facture, its  freedom  from  the  touch  of  the  human  hand, 
and  its  perfection,  strength  and  purity  are  guarded  as 
never  before. 

If  you  can’t  sell  Calumet  what  CAN  you  sell? 


DR.  T.  J.  BRYAN 


If  you  are  expert  in  wordmanship,  you  are  equipped  with  the  most  powerful  weapons 
and  the  most  useful  tools  in'jhe  world.  If  you  are  a master  at  talk,  you’ll  never  balk. 


Retrospection  — 1921 

By  E.  E.  BARNES,  Manager  Adjustment  Department 


RETROSPECTION,  it  has  been  said,  not  only 
brings  a realization  of  what  has  or  has  not  been 
accomplished,  but  because  of  this,  it  aids  us  in  the 
formulation  of  ideas  as  to  what  we  may  achieve  in  the 
future.  It  is  true,  too  much  thinking  over  the  past 
might  not  prove  helpful  if  it  brought 
recollections  of  unpleasant  happen- 
ings. Most  of  us  like  to  look  ahead, 
to  anticipate,  and  we  like  to  do  it 
hopefully.  And  to  this  end  a back- 
ward glance,  a review  of  what  has 
gone  before,  is  very  much  worth 
while  at  this  time,  for  the  year  as  a 
whole  has  been  good,  and  prophecy, 
so  they  tell  us,  is  really  but  history 
foretold. 

The  political  orator  in  making  his 
prophecy  “points  with  pride”  to  the 
accomplishments  of  his  party  in  the 
past,  whereas  his  opponent  of  the 
opposite  faith  “views  with  alarm” 
those  same  conditions  and  looks  to 
the  future  with  much  less  confidence. 

Continuous  handling  of  adjustments 
might  seem  to  have  a tendency  to 
create  a pessimistic  attitude,  but  I 
am  not  at  all  disposed  to  be  alarmed 
as  to  what  is  to  come  because  of  what 
has  occurred  during  the  last  twelve 
months.  On  the  contrary,  I believe  we  are  fully  jus- 
tified in  feeling  somewhat  proud  over  the  achievements 
of  the  year. 

In  any  business,  difficulties  arise  from  time  to  time 
in  connection  with  sales  and  shipments — misunder- 
standings occur,  and  when  they  do  a prompt  and 
proper  adjustment  is  absolutely  necessary.  Some  one, 
somewhere,  made  the  remark  that  in  business  life  we 
expect  results  and  we  get  consequences.  In  this  de- 
partment we  deal  with  these  consequences;  it  is  our 
function  to  come  closely  into  touch  with  them  and  our 
duty  to  develop  them  into  satisfactory  results. 

In  fact,  the  Department  of  Satisfaction  might  not  be 
an  inappropriate  name  for  this  particular  division  of 
the  work;  for  we  sometimes  have  to  take  hold  where 
the  salesman  has  left  off — finish  what  he  has  started, 
if  because  of  being  over  zealous  or  worse,  he  has  not 
done  his  part  as  he  should.  We  seek  to  re-establish 
confidence,  that  element  so  essential  to  every  trans- 


action if  there  is  to  be  a feeling  of  complete  satisfaction 
on  the  part  of  the  dealer.  Perhaps  we  cannot  rightfully 
be  termed  the  creators  of  satisfaction,  but  at  least  we 
are  the  restorers  of  it.  At  the  beginning  of  this  year 
an  unusual  situation  existed,  being  the  aftermath 
of  out-of-the-ordinary  selling  and 
shipping  conditions  of  the  previous 
months.  Merchants  had,  or  felt  they 
had,  cause  for  complaint,  and  they 
told  us  so,  the  very  thing  we  wanted 
them  to  do,  thus  opening  the  way 
to  a frank  statement  on  both  sides 
and  thereby  ultimately  bringing 
about  a mutually  satisfactory  ad- 
justment. 

In  conducting  this  adjustment 
correspondence  we  have  ever  kept  in 
mind  our  well  known  policy.  It  is 
said  that  policy  is  the  means  to  an 
end — it  is  not  the  end  itself.  I have 
read  that  conditions  make  policies 
and  that  policies  are  made  to  meet 
conditions.  Calumet  policies,  how- 
ever, are  not  made  to  conform  to 
conditions.  All  of  you  know  that  our 
policy  always  and  all  ways  is  “For 
the  Dealer.”  And  this,  at  the  very 
start,  includes  the  making  of  the  sale. 
Harriman,  the  great  railroad  builder, 
said,  “Many  spoil  much  good  work  for  the  lack  of  a 
little  more.”  Don’t  let  this  be  true  of  you,  but  when 
you  have  closed  what  you  consider  a good  sale,  remem- 
ber the  Calumet  policy  and  be  sure  that  you  have  gone 
all  the  way  with  the  dealer,  that  by  no  chance  have  you 
left  any  opening  for  him  to  get  a wrong  impression 
of  the  deal — make  sure  that  there  will  be  no 
“Consequences.” 

As  we  review  the  year  we  realize  that  you  men  on  the 
road  have  done  your  part  well.  We,  on  the  inside,  have 
tried  to  help.  And  because  of  this  working  together, 
this  co-operation,  Nineteen  Twenty  One  has  been  a 
good  year.  Because  of  it,  also,  we  are  confident  that 
Nineteen  Twenty  Two  will  be  even  better.  Therefore, 
having  in  mind  this  splendid  feeling  of  co-operation  and 
good  fellowship,  this  department  sends  you  with  the 
biggest  and  best  feeling  of  all  the  years  its  most  hearty 
wishes  for  a Merry  Christmas  and  a Happy  and  Pros- 
perous New  Year. 


E.  E.  BARNES 


Who  findeth  a wife findeth  a good  thing  Proverbs 


Second  Thoughts 

By  E.  B.  DOTY,  Comptroller 


THERE  is  an  old  saying  that  “Second  Thoughts 
are  Best.”  That  is  why  someone  checks  over  the 
orders  we  receive,  why  credits  are  scrutinized,  why 
checks  are  audited  before  payment;  in  fact,  why  we 
have  an  accounting  system. 

To  one  who  thinks  of  accounting 
as  merely  keeping  a set  of  books,  it 
would  be  a revelation  to  study  the 
accounting  system  of  a big  corpora- 
tion like  ours  and  to  see  how  far  out 
it  must  reach  to  acquire  the  informa- 
tion we  must  have  before  we  can 
satisfy  ourselves  that  our  accounts 
are  correct. 

A completed  financial  transaction 
is  from  cash  to  cash.  That  is,  if 
you  buy  something  to  re-sell  it  to 
make  a profit,  the  exact  profit  is  not 
known  until  you  have  paid  the  ven- 
dor and  your  customer  has  paid  you. 

Until  you  receive  your  pay,  you  do 
not  know  if  you  are  going  to  make  a 
profit  at  all;  for  if  your  customer  does 
not  pay,  the  result  to  you  is  a loss. 

If  he  returns  the  goods  or  makes 
some  deduction  from  his  payment  to 
which  he  is  not  entitled,  your  profit 
is  reduced  accordingly.  As  you  prob- 
ably have  figured  on  a certain  profit, 
your  calculations  are  thus  affected  by  the  “other 
fellow.”  If  your  purchases  were  all  cash  and  your  sales  all 
C.  O.  D. — and  you  sold  and  delivered  every  day  just 
what  you  purchased  that  day — you  would  need  no 
books  of  account,  as  your  cash  would  tell  you  just  how 
you  stood.  But  if  you  wanted  to  compare  today’s 
purchases  (or  sales  or  profits),  with  yesterday’s — or 
this  week’s  with  last  week’s — you  must  keep  records. 
Then  some  customer  must  have  until  “tomorrow”  to 
pay,  or  you  buy  more  than  you  can  sell  that  day,  so 
you  have  “Accounts  Receivable”  and  an  “Inventory.” 


And  so  your  records  and  accounts  and  books  grow 
as  your  business  grows  and  you  find  that  you  have  an 
accounting  system  which  tells  you  what  you  business 
is  doing. 

Our  accounting  system  is  our  “Second  Thought.” 

If  our  sales  are  less  than  we 
thought  they  would  be,  it  shows  on 
the  books;  if  we  are  buying  too 
much,  it  is  apparent;  if  our  expenses 
jump,  it  points  to  the  reason 
and  if  our  collections  drop  off,  it  tells 
us  where  to  concentrate  our  efforts. 

Every  transaction  is,  sooner  or 
later,  translated  into  dollars  and 
cents  and  put  on  the  books,  and  all 
this  data  flows  through  the  account- 
ing system — as  blood  flows  through 
your  arteries — and  enables  Mr. 
Wright  to  put  his  finger  on  the 
“pulse”  of  the  business. 

The  Calumet  accounting  system 
has  grown  with  the  business,  but  this 
year  we  have  revised  it  to  cover  our 
expanding  interests. 

Our  aim  is — first,  accuracy ; second, 
completeness;  third,  speed. 

We  are  going  into  more  detail 
than  ever  before,  so  that  we  can 
check  every  penny  of  expense  to  see 
if  it  is  justified  by  results.  All  our  payments  are 
checked  and  audited  before  the  checks  are  mailed,  to  in- 
sure accuracy.  Reports  that  were  formerly  prepared 
on  the  twentieth  of  the  month,  are  now  ready  on  the 
tenth. 

We  do  not  claim  perfection,  but  we  mean  to  keep 
step  with  the  “live-wires”  of  Calumet  and  be  as  near 
the  head  of  the  procession  as  it  is  possible  for  an  ac- 
countant to  be. 

Contact  with  the  high-powered  Calumet  organization 
supplies  all  the  incentive  needed  to  do  our  best. 


E.  B.  DOTY 


The  Romance  of  a Great  Idea 

Continued  from  page  16 


product,  is  made.  Calumet  folks  explain  how  any 
housewife  can  make  this  test  in  her  own  kitchen.  Try 
it  out,  as  I did,  when  I arrived  home  after  getting  this 
story.  An  interesting  experiment. 

I could  mention  some  mighty  interesting  facts  about 
the  bakery  and  the  laboratory,  and  how  no  effort  is 
spared  to  retain  the  “Absolutely  Pure”  slogan.  I 
might  even  go  into  details  and  tell  you  about  the 


delicious  biscuits,  the  savory  pies,  and  the  luscious 
“Angel  Food”  that  awaited  me  when  I concluded  my 
visit  with  the  baker. 

No  doubt  I should  describe  all  that,  but  this  is  a 
story  of  The  Romance  of  a Great  Idea,  and  one  wherein 
initiative  plays  a dominant  part. 

All  things  are  simple  in  their  final  analysis — are  you 
a person  of  INITIATIVE? 


Money  alone  sets  all  the  world  in  motion  Piblilius  Syrus 

[23] 


Looking  Backward 


By  V.  I.  CHINLUND,  Manager  Collection  Dept. 


WE  are  all  familiar  with  what  happens  at  a revival 
meeting:  The  convert  gets  up  and  makes  his 

little  testimonial  — a confession.  When  “CALU- 
METERS”  get  together  for  a revival  the  story  is  quite 
different.  Instead  of  confessions,  quite  the  contrary , 
and  rightfully  so. 
There  aren’t  many 
organizations  who 
can  get  together 
today  and  exchange 
reminiscences  with 
such  pleasure  as  the 
Calumet  selling 
organization  can. 
The  mere  fact  that 
we  are  bold  enough 
at  this  time  to  use 
the  title  that  you 
find  on  the  front  of 
this  book,  is  another 
mark  of  confidence 
in  the  grand  organi- 
zation of  which  you 
are  a part,  and  it 
makes  you  all  the 
more  proud  to  be  a 
member  of  an  ag- 
gregation of  that 
kind. 

“Looking  Backward” — -That’s  a pretty  big  subject 
with  plenty  to  talk  about,  but  as  a matter  of  fact  it 
isn’t  always  so  easy  to  be  a historian.  Ordinarily  a 
prophet  has  the  easier  job  of  the  two,  because  nobody 
can  prove  that  your  predictions  are  wrong.  Of  the 
two,  however,  the  historian  is  of  far  greater  value  to 
society.  1921  is  now  nothing  more  than  a memory,  and 
it’s  the  “wise  boy”  who  profits  by  the  experience  that 
he  should  have  gained  in  the  more  recent  past.  Each 
one  of  us  should  let  our  memories  and  experiences  com- 
bine in  making  a record — a book,  so  to  speak,  and  have 
written  therein  indelibly  those  things  the  repeated 
reading  of  which  will  help  to  make  us  better  and 
stronger — stronger  mentally,  physically  and  morally. 


We  are  all  united  in  stating  that  the  year  1921  has 
been  “Some  Year.”  Every  man  in  the  selling  organi- 
zation ought  to  pat  himself  on  the  back  for  the  showing 
that  CALUMET  has  made  in  spite  of  the  unusual  con- 
ditions that  have  prevailed.  However,  even  the  “top- 
notchers” — the  100  pointer — undoubtedly  can  call  to 
mind  instances  where  a better  sale  might  have  been 
made.  There  isn’t  a man  among  us  who  hasn’t  made 
some  mistakes,  and  the  thing  to  do  is  to  PROFIT  by 
those  mistakes,  and  be  a better  man — a better  salesman 
because  of  the  experience  received. 

You  salesmen  have  all  received  a thorough  drilling 
and  all  realize  the  importance  of  making  a “PER- 
FECT” sale.  You  will  all  admit  that  the  order-taker 
is  a man  who  merely  gets  the  name  on  the  dotted  line, 
but  it’s  the  real  salesman  who  makes  a sale  that  can  be 
called  a sale.  When  you  sell  a man  properly  you  are 
co-operating  with  every  department  in  the  business, 
including  the  credit  department,  and  a sale  is  not 
100%  perfect  unless  made  so  thoroughly  that  the  cus- 
tomer REMAINS  SOLD.  He  must  stay  sold  until  the 
shipment  arrives — the  goods  placed  on  the  shelf — dis- 
posed of — and  he  must  be  thoroughly  sold  up  to  and 
including  the  time  when  he  makes  his  check  in  settle- 
ment of  the  purchase.  It  is  very  apparent  that  most 
of  you  have  done  your  duty  pretty  thoroughly  in  that 
respect,  the  best  evidence  of  which  is  the  small  per- 
centage of  bad  debt  losses  that  we  have  sustained  in 
the  past  twelve  months. 

Let  us  not  make  the  mistake  of  permitting  the  won- 
derful results  attained  lead  us  into  a feeling  of  self- 
satisfaction.  We  have  every  reason  for  being  proud  of 
previous  marks,  but  let  us  not  blunder  into  a state  of 
complacency — rather  let  the  result  of  this  “Looking 
Backward”  spur  us  on  to  even  greater  efforts — let  it 
be  an  incentive  to  a degree  of  even  greater  enthusiasm 
and  efficiency — greater  efforts,  which  are  bound  to 
result  in  greater  attainments.  Let  us  aim  high  and 
shoot  straight.  Let  each  one  of  us  say  that  he  is  going 
to  be  as  good  in  1922  as  the  best  was  in  1921.  “Let  the 
record  made  by  the  100  point  ‘top-notcher’  in  1921  be 
the  record  of  the  ‘tail-ender’  of  1922.”  YOU  CAN 
DO  IT! 


W ords  are  missionaries  with  which  you  may  explore  the 
realms  of  tomorrow.  They  fly  into  the  darkness  of  the  future 
and  return  with  their  message  of  fortune. 

Awake!  The  power  of  words  is  only  equal  to  the  power  of 
thought  that  promotes  them.  All  words  are  vain  without  the  brain. 


The  success  of  every  business  hinges  upon  the  character  of  the 
words  that  constitute  the  “ points  of  contact”  between  the  house 
and  its  customers  and  prospects.  About  80  per  centof  these  “ points 
of  contact”  are  made  by  letter  and  every  one  of  them  makes  some 
kind  of  an  impression — remember  that!  Also  remember  that 
every  point  of  contact  is  an  opportunity  to  create  good  will. 


Sigh’d  and  look’d  and  sigh’d  again  -Dryden 

[24] 


Twenty  Years  Ago 

By  S.  C.  SHEPPARD,  Manager  Order  Department 


TWENTY  years  ago  the  bill  clerk  and  yours  truly 
constituted  the  order  and  the  record  depart- 
ments. We  two,  at  that  time,  represented  two-sevenths 
of  the  entire  office  force. 

So  it  is  next  to  impossible  for  some  of  us  who  have 
been  connected  with  our  organization  for  so  long  a 
while  to  begin  “looking  backward”  without  letting  our 
thoughts  travel  back  quite  a ways.  It  is  not  the  good 
fortune  of  every  man  to  be  connected  with  a concern 
like  Calumet  and  it  is  the  privilege  of  only  a very  few  to 
have  been  connected  with  our  up-to-date  concern  as 
long  as  yours  truly  has.  When  you  pass  along  from 
milestone  to  milestone,  and  learn  from  those  that  you 
pass  on  the  way,  you  find  a great  deal  of  food  for 
thought. 

The  progress  made  by  the  Calumet  Baking  Powder 
Company  can  best  be  illustrated  by  tracing  the  expan- 
sion of  each  department,  and  especially  of  this  depart- 
ment, which,  a score  of  years  ago,  had  for  its  humble 
force  but  two  members.  It  now  has  over  fifty. 

We  were  at  that  time  located  on  Michigan  Avenue 
and  the  entire  office  consisted  of  less  than  half  the  floor 
space  this  department  occupies  at  the  present  time. 

Viewing  our  work  at  that  time  from  our  present  day 
standard,  it  was  rather  slow  and  roundabout,  although 
even  during  that  period,  our  growth  went  on  with  such 
increasing  volume  that  it  made  each  member  of  the 
department  (both  of  us)  as  well  as  the  entire  force  (the 
other  five)  exceedingly  busy. 

Twelve  to  fifteen  orders  per  day  was  the  average  and 
it  was  the  talk  of  the  week  when  we  hit  an  average  of 
twenty-five — less  than  one  salesman’s  sales  for  one 
week  nowadays.  There  was  no  necessity  for  billing 
or  adding  machines  or  comptometers.  Everything  was 
written  out  “long  hand”  and  sometimes  recopied. 

The  foundation  was  laid  at  that  ancient  period  for 
our  recent  activities  and  we  built  well.  The  three  main 
details  of  the  department  being  the  filing  of  letters  and 
orders,  both  futures  and  immediates,  the  registration  of 


orders  and  the  customers’  records.  The  files  were 
very  simple,  the  divisions  but  few  and  we  have  merely 
extended  the  original  plan  by  adding  many  multiples 
of  the  twin  division  of  our  1901  layout. 

This  is  also  true  with  the  registering  of  the  orders  and 
especially  the  filing 
of  them.  We  have 
tried  often  to  im- 
prove the  method, 
change  the  system, 
but  we  have  always 
reverted  to  the  sim- 
ple method  planned 
a decade  ago. 

Equally  as  im- 
portant were  the 
customers’  rec- 
ords, which  not  only  ! 
inform  us  how  and 
when  a customer 
bought  last,  but  the 
total  volume  of  sales 
per  town,  the  des- 
cription of  orders. 

Thisrecordprevents 
the  duplication  of 
shipments. 

Looking  at  the 
order  department 

today,  with  its  fifty  or  more  employees,  as  they  are 
at  their  various  tasks,  one  can  hardly  imagine  that 
it  has  grown  so  rapidly. 

Considering  that  we  have  not  yet  covered  the  United 
States  and  being  mindful  of  the  possibilities  of  this 
country,  we  can  see  no  limit  to  the  future  volume  and 
growth  which  the  order  department  will  be  called  upon 
to  assume.  Quick  and  efficient  delivery  of  the  goods 
and  the  completion  of  the  orders  taken  by  the  sales 
department  will  be  our  constant  aim. 


. C.  SHEPPARD 


Calumet  Savings  and  Loan  Association 


President  A.  S.  Gardner  furnishes  figures  which  indicate 
that  great  headway  has  been  made  by  this  Association 
during  the  year.  More  than  three  hundred  members  built 
up  a Christmas  fund  of  approximately  320,000,  which  was 
distributed  on  December  15. 

The  employes  elect  their  own  officers  and  manage  their 
own  finances.  The  Company  sponsors  the  thrift  movement 


by  supplying  various  forms  of  entertainment  monthly  and 
assuming  the  cost  of  accounting,  auditing,  and  so  on. 

Along  with  other  safe  investments,  small,  short-term  loans 
are  made  to  members. 

The  Association  showed  an  average  interest  of  nine  per- 
cent for  the  year — 1921  rewarded  the  thrifty. 


The  very  hairs  of  your  head  are  all  numbered  Neu>  Testament 


125] 


IT  IS  quite  important  that  you 
know  the  exact,  present  condi- 
tion of  the  manufacturing  and  ship- 
ping end  of  our  business,  as  well  as 
a clear  picture  of  coming  conditions 
in  our  big  industry. 

Now  for  a little  sensible  optim- 
ism. For  years  and  years  we  have 
been  running  our  factory  where  it 
required  straight  steering  and  good 
gas,  and  once  in  a while  we  ran  out 
of  gas.  Necessity  in  this  case  was 
the  mother  of  invention.  We  sim- 
ply had  to  do  what  every  manu- 
facturer sooner  or  later  has  to  do — 
find  a way  to  get  sufficient  material. 
We  were  gasping  for  breath,  trying 
to  get  enough  material  to  tide  us 
over  a day  or  two.  With  the  com- 
pletion of  our  factory  at  Joilet,  and 
the  opening  up  of  our  Calumet  Chem- 
ical Works,  we  have  our  first  real 
evidence  of  progress,  evidence  for 
which  we  have  been  patiently  wait- 


A. B.  “PETE”  MANNING 


ing,  and  now,  instead  of  talking  im- 
possibilities, we  are  talking  possi- 
bilities. Constant  study  of  the  pro- 
duction end  of  our  business  has 
enabled  us  to  lay  our  doors  open  to 
the  sales  department.  Watch  us 
grow! 

When  dreams  come  true  is  very 
appropriate  at  this  time. 

Looking  backward,  the  transition 
seems  so  easy,  compared  with  what 
it  might  have  been.  It  is  fine  to 
think  that  the  worst  is  behind  instead 
of  ahead  of  us. 

This  year  we  have  been  able  to 
handle  a bigger  business,  and  instead 
of  the  customary  night  shifts,  have 
been  able  to  turn  out  all  the  powder 
necessary  during  the  day. 

With  the  big  problems  solved,  we 
look  for  the  dawn  of  a new  era  in 
the  history  of  the  Calumet  Baking 
Powder  Company.  Go  to  it,  YE 
KNIGHTS  OF  THE  GRIP. 


Calumet  House  Bulletin  displayed  on  boards  at  all  plants 
We  practice  what  we  preach 


The  Calumet  policy  has  always  been  one  of  protection, 
whether  relating  to  home  office  employees,  traveling  salesmen, 
or  our  distributors.  It  has  always  been  our  custom  to  encourage 
community  building  and  to  protect  the  interest  of  the  neighbor- 
hood grocer. 

Following  this  policy,  we  have  avoided  all  forms  of  so-called 
co-operative  buying.  For  example:  We  could  supply  our 

employees  with  Calumet  Baking  Powder  at  cost;  but  we  prefer 
to  have  them  patronize  their  grocer,  who  is  just  as  much  a part 
of  our  plant  as  any  employee. 

All  department  heads  have  been  instructed  to  permit  no 
class  of  solicitors  (from  within  or  from  outside)  among  our 
employees.  This  rule  applies  to  making  up  club  subscriptions 
or  club  purchases  of  any  and  all  kinds  of  merchandise.  The 
only  exception  will  be  in  special  cases,  where  an  old  employee, 
here  one  year  or  longer,  is  entitled  to  receive  some  tribute  from 


fellow  employees,  and  even  on  these  occasions,  before  any  such 
movement  is  started,  permission  must  be  secured  from  the  depart- 
ment head  in  which  this  individual  has  served. 

It  is  not  the  purpose  of  this  bulletin  to  abridge  the  personal 
rights  of  any  of  our  employees,  but  we  do  frankly  want  to  dis- 
courage the  promiscuous  habit  of  “club  giving.”  Under  no 
consideration  are  employees  permitted  to  present  gifts  of  any  kind 
to  their  department  heads. 

These  regulations  do  not  affect  the  individual  rights  of 
anyone,  nor  are  they  intended  to  discourage  any  exchanges  of 
individual  regard  or  courtesy  among  the  members  of  our  big 
organization.  Instead,  it  is  merely  the  desire  of  this  Company 
to  protect  its  employees  against  impositions  of  every  descrip- 
tion. 

Superintendent. 


[26] 


Another  Calumet  Achievement  in  1921 

Peter  Manning,  1:57%,  Was  Bred  By  Our  President  Mr.  W.  M.  Wright 


Peter  Manning,  1:57% — On  October  1,  at  Lexington,  Ky.,  gained  the  world’s  trotting  championship 


HATS  off  to  our  chief.  Let  us  join  the  harness 
racing  world  in  glorifying  his  momentous 
achievement — arise,  and  spiritually,  if  not  liquidly, 
drink  a toast  in  his  honor. 

Mr.  W.  M.  Wright,  the  honored  president  of  the 
Calumet  Baking  Powder  Company,  has  the  distinction 
of  breeding  Peter  Manning  1:57%,  the  world’s  cham- 
pion trotter.  In  Lexington,  Kentucky,  this  fall  Peter 
Manning  dethroned  Uhlan  1:58  as  the  fastest  trotter 
ever  produced  in  this  or  any  other  country,  his  record 
marking  the  ultimate  effort  in  the  trotting  speed  line. 

Mr.  Wright,  who  thoroughly  enjoys  the  outdoors, 
has  always  been  a lover  of  hunting  dogs  and  horses, 
having  bred  many  fine  specimens  of  both  genus  at  his 
farm  in  Lake  County,  Illinois.  Among  the  mares  that 
he  owned  was  a very  fast  and  highly  bred  trotter  called 
Glendora  G.  She  evidenced  intense  speed  in  her  train- 
ing, but  unfortunately  went  lame  and  had  to  be  retired 
from  the  turf.  Knowing  her  true  worth  and  capability, 
had  she  remained  sound,  Mr.  Wright  decided  to  retain 
her  for  breeding  purposes.  In  the  Spring  of  1915  Glen- 
dora G was  stinted  to  Azoff  2:14%,  a young  son  of  the 
greatest  of  all  trotting  progenitors,  Peter  the  Great 
2:07%,  the  resulting  foal  proving  this  season  to  be  the 
most  sensational  trotter  of  all  time.  The  gelding  was 
named  after  Peter  Manning,  who  for  over  thirty  years 


has  been  a faithful  employee  of  the  Calumet  Company. 

At  three  years  of  age,  in  the  hands  of  Harry  Putnam, 
who  trains  for  Mr.  Wright,  Peter  Manning  trotted  a 
mile  in  2:06%  at  Lexington,  the  time  equalling  the 
existing  record  for  trotting  geldings  of  the  age.  This 
performance  was  so  highly  regarded  that  Mr.  Wright 
sold  the  gelding  to  Irwin  W.  Gleason  of  Williamsport, 
Pa.,  for  the  sum  of  321,000,  it  being  the  largest  figure 
ever  received  for  a three-year-old  gelding. 

Last  season  (1920)  Peter  Manning  was  the  principal 
money  winning  trotter  on  the  Grand  Circuit,  earning 
in  stakes  325,868  with  the  noted  reinsman,  T.  W. 
Murphy,  as  his  driver.  The  present  season  was  devot- 
ed to  exhibitions,  and  after  a series  of  miles  below  2:00, 
Peter  Manning  at  Syracuse,  N.  Y.,  in  late  September, 
equalled  the  world’s  record  of  Uhlan  with  a mile  in  1 :58. 
His  final  triumph  came  later  at  Lexington  when  he 
achieved  the  honor  of  being  the  world’s  unrivaled 
champion. 

Mr.  Wright  still  owns  Glendora  G,  which  mare, 
through  the  achievement  of  her  son,  is  now  rated  as  one 
of  the  most  valuable  brood  mares  in  the  world.  She 
was  bred  to  Azoff  in  July  of  this  year  and  is  expected  to 
foal  an  own  brother  or  sister  to  the  outstanding  cham- 
pion. Let  us  hope  that  the  next  foal  will  live  up  to  the 
family  traditions. 


[27] 


«<<<<<<<<<<<<<<<<<<<f  {«<«<<;«<«<«««««««««« 


Famous  1921  Cartoons  from  Sales  Sense 


kfei 


luNAOVECTiSt 

i -PRODUCT ' 


WESTBROOK 

HIMSELF 


Fattening  the  Foe 


Annual 

Outing 

CHICAGO  PLANT 
EMPLOYEES 

Fox  River 
Park 


June  18th 


BLOOMER  GIRLS  BASEBALL  TEAM 


:«£<«««<«<«««««« 


The  Acid  Test 


By  UDELL  C.  YOUNG,  Joliet  Plant  Manager 


I LOOK  back  now  and  recall  my  first  day  at  the 
Joliet  plant  and  remember  seeing  the  first  layout  or 
plan  of  the  property  in  process  of  making.  On  a chilly 
February  morning  Dr.  Bryan  and  I found  John  Davies 
shivering  in  a cold  and  windy  passageway,  blowing  on 
his  fingers  and  oc- 
casionally making 
faint  and  shaky 
marks  on  a sheet  of 
paper;  this  was  the 
layout.  I look  back 
now  at  that  cold  Feb- 
ruary morning  and 
wonder  at  the  many 
changes  that  have 
taken  place  and  the 
plans  and  layouts 
that  have  material- 
ized since  that  morn- 
ing when  we  found 
John  under  the  ic- 
icles from  the  water 
tank. 

First  came  the 
days  and  nights,  es- 
pecially nights,  spent 
udell  c.  young  in  mastering  all  of  the 

details  of  the  two 
plants  over  which  we  were  at  some  future  time  to  assume 
control.  There  were  flow  sheets  and  drawings,  reports 
of  the  capacities  of  the  machines  and  the  capacities 
required;  yields  per  ton  of  material  fed  in  at  this  and 
that  point  in  the  process;  there  were  the  details  of  all 
the  departments  in  both  plants  where  this  step  in  the 
process  started  and  ended  and  the  reason  for  each 
procedure;  why  brass  was  used  here  and  lead  there 
and  acid  proof  brick  work  some  place  else. 

All  of  these  details  were  transferred  either  to  reports 
or  stored  away  for  future  reference  in  the  form  of  dia- 
gramatic  sketches  of  the  plant  and  process. 

At  the  same  time,  work  was  started  on  a fire  protec- 
tion system,  consisting  of  water  reservoir,  high  pressure 
pump,  water  mains  and  fire  houses.  The  lines  feeding 
one  section  of  the  plant  had  to  be  laid  under  ground, 
and  here  we  struck  our  first  difficulty — every  foot  had 
to  be  drilled  and  blasted,  with  buildings  in  which 
manufacturing  operations  were  being  conducted  not 
twenty  feet  away.  For  several  weeks  it  sounded  as 
though  we  were  digging  a subway,  but  it  was  finally 
finished  much  to  the  relief  of  everyone.  This  was  our 
first  construction  work.  After  getting  all  the  details  of 
the  two  plants  as  they  were  operating  at  the  time  we 
came,  we  started  planning  on  paper  the  changes  neces- 
sary to  increase  their  capacities  to  meet  the  require- 


ments of  both  our  Chicago  and  East  St.  Louis  plants. 
We  incorporated  in  these  plans  labor  saving  machinery 
and  machinery  which  would  ultimately  assist  us  in 
producing  a product  of  higher  quality  than  could  be 
purchased  from  any  manufacturer  producing  the  same 
products  as  those  we  made  at  Joliet.  In  planning  these 
increases  and  changes  we  had  to  keep  always  before 
us  the  fact  that  the  manufacturing  must  continue 
while  these  changes  were  being  made. 

Then  came  the  ordering  of  machinery,  some  from 
the  West  Coast,  some  from  New  York,  some  from 
Michigan;  then  the  buildings  to  house  it  had  to  be 
designed  and  built  and  buildings  in  operation  had  to 
be  changed  to  provide  for  the  increase  in  capacity. 

About  this  time  we  also  started  to  build  an  organi- 
zation which  would  step  in  when  the  old  company 
stepped  out.  For  this  organization,  we  went  to  all 
parts  of  the  country.  A man  from  North  Carolina, 
another  from  Utah,  one  from  Missouri  and  another 
from  Illinois.  Great  credit  must  be  given  them  for  the 
asssistance  and  earnest  endeavor  which  they  have 
made  in  their  individual  lines  of  work  and  subsequent 
operation.  They  have  at  all  times  shown  a desire  to 
co-operate  and  work  together  as  a successful  organiza- 
tion rather  than  individuals,  and  to  this  fact  we  owe 
the  smoothness  with  which  the  change  in  operating 
took  place  September  1st. 

We  organized  an  engineering  department  that  de- 
signed every  new  building,  changes  in  the  old  ones  and 
the  installation  of  all-  machinery.  All  other  construc- 
tion work  in  Joliet  was  at  a standstill  throughout  the 
year  due  to  a lockout  of  the  building  trades;  but  never- 
theless in  one  instance  we  let  a contract  for  brick  work 
and  the  contractor  lasted  just  two  hours;  after  that 
we  did  our  own  designing  and  construction.  This  was 
just  one  of  the  obstacles  we  faced  during  our  construc- 
tion period. 

September  1st  was  the  date  for  the  transfer  of  man- 
agement. Prior  to  that  time  contracts  had  to  be  let 
for  raw  materials,  and  shipments  started  in  order 
to  arrive  on  time  for  the  “switchover”  and  permit  of 
no  interruption  in  the  production.  When  one  con- 
siders that  we  have  approximately  twenty  different 
raw  materials  coming  in,  it  will  be  understood  why  this 
is  mentioned  as  one  of  the  features  co-incident  with  the 
transfer  of  September  1st. 

The  Joliet  plant  gives  us  the  absolute  assurance  of 
an  adequate  supply  for  Calumet  requirements,  lack  of 
which  has  on  several  occasions  curtailed  its  production. 

We  will  not  be  satisfied  until  these  are  more  uniform 
and  higher  grade  materials  in  every  single  respect  than 
any  in  the  country,  products  beyond  duplication  and 
which  will  further  increase,  if  possible,  the  merits  of 
the  finished  product — Calumet  Baking  Powder. 


I will  neither  yield  to  the  song  of  the  siren  nor  the  voice  of  the  hyena, 
the  tears  of  the  crocodile  nor  the  howling  of  the  wolf— Chapman. 


[30] 


>>>>>>>>>>>>>>>«>>> 


Preparedness 

By  J.  R.  DAVIES,  Assistant  Manager  and  Chemist,  Joliet  Plant 


THE  problems  which  were  presented  to  us  when  we 
reached  the  Joliet  plants,  of  which  we  were  later 
to  assume  control,  on  the  second  day  of  February,  1921, 
were  to  master  the  details  of  the  theory  and  principles 
of  the  chemistry  and  the  mechanical  phases  of  the 
processes,  and  to  increase  the  output  of  the  plants  to 
take  care  of  the  requirements  of  the  branches  of  the 
Calumet  Baking  Powder  Company. 

During  the  first  three  months  the  first  problem 
took  up  the  greater  portion  of  our  time,  for  the  weather 
did  not  permit  construction  work.  We  gleaned  in- 
formation as  to  the  chemistry  involved  in  the  processes 
from  the  technical  men  on  the  staff  of  the  former 
owner,  and  delved  into  the  innermost  portions  of  the 
plants  familiarizing  ourselves  with  the  operations. 
We,  whose  duty  was  later  to  be  that  of  operating, 
spent  weeks  in  the  chemical  laboratories,  performing 
the  duties  of  the  chemists  in  charge.  By  this  intimate 
association  with  the  works  we  became  familiar  with  all 
of  the  possibilities  and  ensuing  changes  in  the  opera- 
tions, and  the  reasons  therefor.  This  information  with 
that  obtained  from  our  flow  sheets  and  capacity  re- 
ports gave  us  the  foundation  for  the  successful  opera- 
tion of  the  plants. 

At  the  same  time  we  were  planning  and  building  on 
paper  the  additions  and  changes  in  buildings  and 
equipment  necessary  to  give  us  the  increase  in  produc- 
tion required — in  one  case  300  per  cent  increase.  We 
soon  ordered  the  necessary  material  and  machinery  for 
these  changes,  which  were  later  effected. 

We  were  always  working  toward  the  perfection  of 
the  organization  which  was  later  to  assume  control  of 
the  plants.  As  the  need  in  our  staff  of  technical  men 
was  felt,  it  was  taken  care  of  by  the  addition  of  capable 
and  experienced  specialists.  From  the  men  in  the 
plants  we  were  carefully  picking  and  choosing  those 
whom  we  decided  would  fit  in  with  our  scheme  of 
operating  the  plants. 

Months  prior  to  our  taking  over  the  plants  research 
work  on  several  steps  of  the  processes  had  been  started, 
with  the  end  in  view  of  improving  the  quality  as  well 
as  quantity  of  the  finished  material.  A new  research 
laboratory  equipped  not  only  with  the  necessary  ana- 
lytical apparatus,  but  with  plant  machinery  built  to 
laboratory  scale  was  completed  by  September  first. 
In  this  all  problems  relative  to  the  improvement  of  the 
material,  and  those  necessarily  arising  in  plant  opera- 


tions were  attacked,  leaving  our  other  laboratories  free 
for  control  work. 

For  our  products  many  raw  materials  are  necessary. 
Decisions  as  to  the  particular  material  which  we  were 
to  purchase,  and  contracts  for  the  same,  required  much 
thought  and  time.  When  we  took  possession  of  the 
plants  on  September 
first  operations  went 
along  without  a hitch 
due  to  our  splendid 
organization, although 
for  three  days  prior 
to  that  date  both 
plants  had  been 
down. 

During  the  months 
preceding,  new  build- 
ings  were  being 
erected  and  new, 
modern  and  efficient 
labor  saving  machin- 
ery was  being  in- 
stalled in  them.  We 
were  also  replacing 
the  old  equipment 
with  that  which 
would  guarantee  re- 
quired products;  this 
being  done  while  the  plants  were  operating. 

Shortly  after  September  first  we  moved  into  our  new 
office  building,  the  first  of  the  additions  completed. 
Gradually  the  other  buildings  were  finished  and  oc- 
cupied, and  all  of  our  interior  changes  made. 

Immediately  on  acquiring  control  we  remodeled 
both  chemical  laboratories  so  that  more  efficient  chem- 
ical control  could  be  exercised.  The  watchfulness  and 
supervision  of  our  staff  of  competent  chemists  in  these 
laboratories  guarantee  the  high  quality  of  our 
products. 

Through  our  chemical  and  mechanical  research  de- 
partments we  have  been  enabled  to  improve  the  quality 
of  both  products. 

We  are  now  operating  one  of  the  two  S.  A.  S.  plants, 
and  one  of  the  largest  calcium  acid  phosphate  plants, 
in  the  country,  easily  supplying  our  two  baking  powder 
factories  with  their  full  requirements.  We  arc  doing 
this  with  products  of  more  uniform  quality  and  greater 
purity  than  Calumet  is  able  to  obtain  elsewhere. 


J.  R.  DAVIES 


He  is  the  greatest  artist  who  has  embodied , in  the  sum  of  his 
works,  the  greatest  number  of  the  greatest  ideas.  Ruskin 


[31] 


R.  G.  DAVIE 


AS  one  sits  at  his  desk  thinking 
over  the  battles  of  1921,  one 
can  picture  a procession  of 
Calumet  Indians  marching  home 
victorious,  having  won  the  fights  of 
their  lives. 

The  real  red 
blooded,  hon- 
est to  goodness 
salesman  has 
this  year  come 
back  into  his 
own  and 
have  all 
joyed  winning. 

We  all  sympa- 
thize with  the 
near  salesman 
and  order  taker 
who  has  been 
forced  out  of 
the  ranks  be- 
cause of  his  ex- 
cuses for  the 
lack  of  orders. 

1921  has  re- 
warded fighters ! 

It  was  not 
the  salesman 
alone,  neither 
was  it  the  prod- 
uct by  itself, 
but  the  man 
power  co-operation  of  our  wonder- 
ful organization  that  has  made  it 
possible  for  Calumet  to  do  the  al- 
most impossible:  Passed  all  sales 

records  of  years  gone  by! 

I feel  confident  (and  justly  proud) 


in  stating  that  during  1921  Calumet 
Baking  Powder  Company  stood 
alone  in  its  gain  in  sales  record,  not 
equaled  by  any  manufacturer  of  a 
food  specialty  in  this  good  old 
United  States. 

The“Best  By 
Test”  Calumet 
with  the  help 
of  the  greatest 
and  classiest 
advertising 
campaign,  has 
made  it  possi- 
ble  for  our 
Texas  Rangers 
(un-e  q u a 1 e d 
sales  force)  to 
deliver  over 
32,000,000 
worth  of  Calu- 
met in  the  Lone 
Star  State  dur- 
ing 1921.  Bet 
your  last  dime 
on  our  Texas 
Rangers  in 
1922.  We  will 
get  that  32,- 
500,000.  This 
year  we  sur- 
prised  the 
world  by  get- 
ting the  two  million. 

“To  the  dealer  through  the  job- 
ber” policy  has  won  us  the  loyal 
support  of  practically  every  jobber 
and  their  live  wire  salesmen  who 
believe  in  Calumet,  giving  us  100%. 


THE  TEXANS’  LAMENT 


We’ve  been  in  a race — 
We  know  it 
And  lost  first  place — 
We  know  it 

But  we  made  them  step 
And  use  extra  pep 
While  making  a rep — 
How  they  flew. 


They’ve  been  in  a race — 
They  know  it 
And  won  first  place — 

Do  they  know  it?  (they  do) 
We’ll  make  no  complaint, 
We’re  not  through,  we  aint; 
We’ll  make  them  all  faint — 
Next  year! 


J.  T.  BURNETT 


G.  H.  MANVILLE 


[32 


Okla— Mo— Kan.  Tribute 

By  W.  B.  HAYES,  Division  Sales  Manager 


L L,  LEWIS 


M.  E.  FAULKNER 


WHILE  other  divisions  may 
boast  of  their  having  great 
merchandisers  or  selling 
organizations,  I doubt  if  there  are 
any  that  will  measure  up  to  the 
“show  me”  policy'  adopted  by  the 
buyers  in  the  State  of  Missouri 
during  the  vear 
1921. 

I attribute  a 
great  deal  of 
the  Calumet 
popularity  in 
Missouri  this 
year  to  the  co- 
operative ad- 
vertising deals. 

Buyers  insisted 
on  knowing  ex- 
actly what  they 
were  buying. 

They  did,  so 
to  speak,  con- 
siderable shop- 
ping during  this 
memorable 
year  and  the 
fact  that  the 
bulk  of  our 
deals  called  for 
the  co-opera- 
tive advertising 


proves  the  soundness  of  their  judg- 
ment. 

In  the  State  noted  for  its 
inimitable  cyclones  Calumet  sales 
have  reached  new  high  levels  that 
will  require  strenuous  efforts  to  be 
beaten  in  future  years. 

Having  been 
in  every  sec- 
tion of  this 
district  I am 
in  a position 
to  say  author- 
itatively that 
Calumet’s 
prestige  and 
popularity  are 
rapidly  grow- 
ing. The  “Mil- 
lion A Year” 
slogan  for  the 
State  of  Mis- 
souri is  the 
mark  that  we 
are  shooting 
at. 

Show  you? 
Sure  I will. 
Success  comes 
in  cans— greater 
success  comes 
in  Kansas. 


W.  B.  HAYES 


Kentucky  Rewards  Fighters 

By  C.  C.  STONE,  District  Sales  Manager 


M.  C.  BUTLER 


A.  H.  CAMPBELL 


E.  L.  HIGGINBOTHAM 


FOR  many  years  I have  had  the  pleasure  of  being 
one  of  the  great  Calumet  sales  organization,  and  I 
am  glad  to  have  this  opportunity  to  express  the  pride 
I have  had  this  year  in  trying  to  help  our  sales  mana- 
gers build  a record  that  will  stand  high 
above  any  ever  made  in  the  past.  Last 
year  through  our  Unconventional  Con- 
vention, we  received  high  praise  and 
appreciation  from  our  President,  Sec- 
retary, Treasurer  and  Sales  Manager 
which  were  pleasing  to  all  of  us.  At 
that  convention  we  adopted  the  slogan 
1921  will  reward  fighters. 

Knowing  conditions,  I realized  the 
value  of  this  slogan,  so  at  our  January 
school,  I insisted  that  every  salesman 
in  my  division  adopt  this  slogan  and 
begin  to  fight.  So  I have  the  pleasure 
of  reporting  the  result.  Kentucky  sold 
seven  carloads  more  to  the  jobber  this 
year  than  last.  Fighter  D.  J.  Curry, 

North  Central,  Ky.,  won  first  national 
prize  on  distribution.  Second  national 
prize  on  advertising  contest.  Mr.  O. 

Napier  has  convinced  the  merchants  in 
western  Kentucky  that  our  policy  is 
for  the  dealer  and  has  made  a wonderful  increase  in 
his  territory.  Mr.  A.  Dalsheimer,  eastern  Kentucky, 


has  made  his  quota  which  was  no  small  one.  Mr. 
T.  J.  Tackett,  M.  C.  Butler  and  C.  C.  Harris  have  also 
made  good  records. 

In  my  individual  territory,  which  consists  of  Louis- 
ville and  Jefferson  counties,  the  sale 
of  Calumet  has  made  a nice  increase. 
I have  sold  several  carloads  to  the 
jobbers,  besides  have  built  up  retail 
sales  this  year  from  3 to  10  barrel 
contract  buyers. 

We  all  feel  proud  that  we  have  put 
forth  our  effort  and  can  come  in  with 
above  report.  Mr.  Engle,  our  Sales 
Manager,  has  been  right  with  us  at  all 
times  and  we  want  to  express  our  ap- 
preciation of  his  loyal  help,  also  the 
advertising  and  sales  promotion  de- 
partment. I can  add  that  Calumet 
Baking  Powder  Company  does  not 
only  have  “for  the  dealer”  policy,  but 
“for  the  salesman”  policy  as  well.  I am 
glad  to  be  one  of  this  live,  up-to-the- 
minute  organization,  and  will  go  out 
January  1st  full  of  enthusiasm  to  make 
1922  another  record  breaker. 

Wishing  every  salesman  and  his  line  a Happy  and 
Prosperous  New  Year. 


C.  C.  STONE 


O.  NAPIER 


C.  C.  HARRIS 


D.  J.  CURRY 


T.  J.  TACKETT 


JOHN  S.  FERGUSON 


[34] 


The  Gold  Coast  Champions 

By  W.  R.  HADLEY,  Sales  Manager 


PAUL  S.  CROSS 


G.  A ROBERTS 


J.  E.  SANDERS 


THE  year  just  ending  has 
been  a good  year  with 
us.  It  has  proven  the  cer- 
tainty of  results  of  team  work. 
I want  to  thank  every  sales- 
man in  the  Pacific  Coast 
Division  for  the  efforts  he 
has  made  during  1921 — par- 
ticularly those  who  have 
taken  such  special  interest  in 
their  work  that  they  have  in- 
creased the  volume  of  their 
sales  — 
although  I 
recognize 
that  some- 
times  a 
salesman 
who  merely 
holds  his 
ownismeet- 
i n g and 
overcom- 
ing circum- 
stances and 
conditions 
which  do 
not  con- 
front 
others. 

I expect 
the  Pacific 
Coast  Divi- 
sionstotake 
high  honors 
for  the  year,  and  I will  be 
disappointed  if  we  don’t  win 
the  great  Sweepstakes  Handi- 
cap with  the  Bell  car  No.  1. 
Like  the  bell  cow,  it  is  up  to 
us  to  lead  the  way.  Our 
motto  today  is  “Excuse  our 
dust.” 

Our  wonderful  record  has 
been  accomplished  by  a com- 
bination of  individual  effort 
and  initiative.  I am  glad  our 
organization  is  not  a ma- 
chine. I prefer  a force  of 
salesmen  who  can  and  do 
think  for  themselves  and  for 
the  company.  Automats, 
parrot-talkers  and  the  rest  of 
the  varieties  of  so-called  sales 
men  who  lack  resourceful- 
ness, have  no  place  in  the 
Calumet  organization. 


The  men  who  have  made 
the  best  records  this  year  are 
the  ones  who  carry  out  the 
rules  of  the  company,  show 
an  appreciation  of  the  home 
office,  and  realize  that  they 
cannot  be  successful  without 
working  hand  in  hand  with 
the  house.  It  is  this  spirit  of 
“One  for  all  and  all  for  one” 
that  has  kept  the  Gold  Coast 
car  in  the  lead.  We  realize 
that  the 
race  was 
not  for  any 
one  man, 
but  for  all 
of  us— K.K. 
Bell  boost- 
ing for  our 
success. 

Keeping 
the  biggest 
factory  in 
the  world 
going  this 
year,  we 
have  neces- 
sarily "kept 
ourselves 
going.  The 
one  thing 
that  strikes 
me  just 
now,  as  the 
highest  quality  to  be  found 
in  any  lot  of  salesmen  is  the 
pride  the  salesmen  in  this 
division  have  taken  in  them- 
selves and  their  records. 

All  of  us  realize  that 
Calumet  has  a mighty  good 
reputation  and  that  it  is  up 
to  each  of  us  to  maintain 
the  company’s  reputation 
by  conducting  ourselves  as 
self-respecting  men.  Good 
business  grows  with  a good 
reputation.  1922  is  going  to 
be  a bigger  and  better  year 
than  the  one  just  closing.  It 
is  simply  a proposition  of 
keeping  up  our  fences  and 
staying  in  close  touch  with 
our  customers  and  showing 
them  how  we  can  best  serve 
them  and  their  interests. 


W.  R.  HADLEY 


S.  NORVELL 


M.  L.  JOHNSON 


Hobbies  vs.  Fads 


By  FLOYD  K.  WILLSON,  Division  Sales  Manager 


JOHN  MONTGOMERY 


OLD  Dan  Webster  says  a hobby  is  “one’s  favorite 
pursuit” — a fad  is  “a  passing  fancy.”  At  the  end  of 
1920  I was  stopped  with  a bang  and  forced  to  see  that  fads 
were  no  more. 

When  I read  my  New  Year’s  mail  “1921  Will  Reward  Fighters,”  I 
took  stock  and  said  to  myself,  “Old  Floyd  K.  Willson,  get  busy  and  dig 
up  the  good  old  hobby  that  helped  to  win  Warren  Wright’s  $1000.00 
advertising  trophy.”  I wasn’t  “nutty”  enough  to  think  that  the  fad 
of  taking  orders  could  last  always,  but  realized  that  the  hobby  of  helping 
the  other  fellow  over  the  hill  was  sure  to  come  in  handy  during  1921. 


With  big  stocks  of  Calumet  in  every  store  and  every  one  “hollering” 
his  head  off  about  the  “slump”  I took  a peep  in  memory’s  archives  and 
the  first  helpful  thing  I found  was  old  man  “Co-operative  Advertising 
Deal.” 

I got  out  the  old  tablet  deal  and  rehearsed  the  talk;  took  a good  look  at 
“Twenty  Lessons  in  Domestic  Science,”  studied  the  wonderful  designs 
and  talking  points  on  K.  R.  and  Calendar  deals,  then  got  out  the 
Beaver  Kraft  bags  and  said  to  myself:  “Boy!  oh  boy!  if  you  can’t 

help  the  grocer,  God  pity  the  guy  who  just  has  goods  to  sell  and  ain’t 
even  in  the  habit  of  doing  that.” 

No  use  talking,  fellers,  a man  who  can’t  sell  his  quota  with  all  the 
help  Calumet  gives,  is  an  “also  ran”  and  soon  fades  away  when  he  gets 
in  fast  company.  When  all  is  said  and  done  I won  because  I knew  how 
to  help  my  customers  sell  “Best  by  Test”  baking  powder.  When  you 
can  help  the  “feller”  who  needs  a friend,  you  can  bet  your  last  dollar 
you  will  get  his  attention.  Always  remember,  attention  means  oppor- 
tunity and  then  it’s  up  to  you  to  prove  how  well  you  know  your  business. 
My  policy  is,  “Make  the  test  first,  last  and  all  the  time — and  let  the 
advertising  deals  work  while  you  are  gone.”  In  Atlanta  our  com- 
petitors “read  ’em  and  weep.” 

I make  a special  effort  to  see  every  customer  in  every  town,  regardless 
of  how  big  or  how  small.  I sell  the  grocer  who  sells  the  housewife,  the 
baker  who  bakes  my  daily  bread,  the  cafe  or  hotel  who  gets  a share  of  my 
expense  money,  the  railroad  that  takes  my  ticket,  and  the  hospital  that 
makes  me  well,  and  ship  ’em  all  through  the  jobbers  that  help  me  boost. 


[36j 


The  Ark.-Tenn.  Line  Up 

By  C.  C.  PARKS,  Division  Sales  Manager 


JACK  SPRAGUE 


BRUCE  MABREY 


THE  Arkansas-Tennessee  Division  represents  only 
a cog  in  the  world’s  greatest  selling  organization. 
There  are  three  reasons  why  we  are  classed  as  the 
greatest  selling  organization.  1st:  We  are  by  far  the 
largest  manufacturers  of  Baking  Powder.  2nd:  We 

manufacture  the  very  best  Baking  Powder  known  to 
science.  3rd:  The  wonderful  co-operation  given  the 

salesmen  from  the  home  office  in  the  way  of  newspaper 
advertising,  division  schools  and  etc.  Our  salesmen 
have  the  advantage  of  our  competitors  before  we  open 


C.  C.  PARKS 


our  sample  case.  In  fact  we  have  no  competitors  that 
can  not  be  subdued.  Self  rising  flour  is  our  only 
competitor  in  the  South  today.  We  are  proud  to  say 
that  we  have  gone  through  1921  and  can  boast  of  an 
increase.  Getting  down  to  the  mechanism  of  our  entry, 
we  have  some  real  Hundred  Point  Salesmen  in  our 
division. 

Each  one  of  them  started  out  the  first  of  the  year 
charged  full  of  enthusiasm  and  pep  and  retained  it 
throughout  the  year.  Our  record  was  made  by  good 
team  play,  every  man  working  for  but  one  result — 
Success.  A reference  to  the  list  of  prize  winners  will 
show  that  we  have  carried  off  some  of  the  high  score 
trophies.  Jack  Sprague,  who  is  one  of  the  leaders  on 
shipped  business  this  year,  is  a top  notcher.  Frank 
Williams’  work  in  South  Arkansas  has  been  very  con- 
sistent. Bruce  Mabrey  of  Jonesboro  territory  is  also 
some  fighter  and  has  enjoyed  a nice  business.  N.  L. 
Richardson  gained  a reputation  as  a “Ten  Pound” 
man  and  is  now  taking  care  of  Ft.  Smith  territory. 
Max  Baird  is  a clever  salesman  and  has  put  it  over  in 
grand  style  in  Knoxville  this  year. 

In  conclusion  I wish  to  state  that  we  have  scored  a 
victory  for  Calumet  in  our  division  through  1921, 
and  we  promise  a still  faster  clip  for  the  coming  year. 


W.  R WILLIAMS 


MAX  BAIRD 


JOSEPH  EZZELL 


[37] 


cs«««c<<«««<«  -x-  <<<<<<<<<<<<<<<<<<<<<<<<<<«<<<<<* 


Pep  that  Pays 

By  GEO.  BLACK  Division  Sales  Manager 


W.  B.  HERRICK 


W.  A.  LIPSCOMB 


THERE’S  NO  USE  “BEATING  THE  DEVIL 
AROUND  THE  BUSH”  ABOUT  THINGS  LOOK- 
ING PALE  AND  DYSPEPTIC  “DOWN  SOUTH”  ON 
JANUARY,  1921. 

War  contracts  and  export  trade  had  built  a gigantic 
artificial  demand  for  cotton,  coal,  iron  and  southern  prod- 
ucts of  every  kind.  As  a result,  everyone  revelled  in 
wealth  and  followed  prosperity’s  flay  until  cancellations 
began  to  roll  in  after  the  world  war  had  ceased. 

No  territory  was  more  forcibly  reminded  of  its  extrava- 
gance and  waste  than  the  southern  states.  Steel  mills 


GEO.  A.  BLACK 


closed,  cotton  mills  ceased  to  operate;  all  industries  were 
affected  due  to  lack  of  demand.  As  a natural  consequence 
cotton  and  other  raw  products  became  a liability  rather 
than  an  asset. 

In  the  face  of  such  conditions  it  was  up  to  every  real  man 
to  get  down  to  brass  tacks  and  put  a shoulder  to  the  wheel, 
else  the  calamity  howlers  would  ruin  the  country.  Realiz- 
ing my  predicament  I took  advantage  of  man’s  greatest 
assets,  Pep,  Persistence,  Preseverance  and  a Tenacity  of 
Purpose  to  help  the  man  who  was  temporarily  panic 
stricken  and  afraid.  There  is  nothing  like  courage  when 
everyone  says  things  are  on  the  toboggan. 

Backed  by  a house  that  never  faltered  or  laid  off  a man 
when  orders-  rallied  in  beyond  the  factory’s  capacity,  en- 
couraged by  the  knowledge  that  red  blooded  Americans 
were  at  the  helm  of  our  business,  realizing  that  Uncle  Sam 
would  strike  a balance,  and  feeling  sure  that  America  would 
soon  catch  the  step,  I went  out  to  win  with  the  fighters  of 
1921.  My  reward  has  been  very  encouraging  and  I will 
always  feel  grateful  to  good  fortune  that  enabled  me  to 
obtain  a position  with  CALUMET. 

With  pride  I extend  my  sincere  thanks  to  the  boys  in  the 
division  who  helped  me  to  show  an  exceptional  increase 
in  business,  regardless  of  the  dark  predictions  for  1921. 


J.  M.  McGHEE 


R.  B.  BAUGUSS 


J.  J.  DILLENKOFFER 


[38] 


Over  the  Top— by  a Noted  Fighter 

BUD  BLACK,  Division  Sales  Manager 


ALL  over  the  United  States  1921  has  been  a fighting 
year  and  the  battle  ground  is  strewn  with  the  foe, 
the  order  taker,  and  the  hurriedly  prepared  mediocre 
quality  merchandise  placed  on  the  merchants’  shelves  to  be 
at  once  forgotten  by  the  manufacturer  and  left  as  a fond 
token  of  the  good  time  gone  by.  I say  foe,  because  they 
both  created  the  distrust  with  the  merchant  against  the 


BUD  BLACK 


real  salesman  and  the  real  merchandise  such  as  you  and 
I have  placed  before  him,  CALUMET. 

Throughout  the  year  you  all  faced  a chaotic  condition,  a 
skepticism  in  the  merchant’s  mind,  a thought  of  the  past, 
not  of  the  future,  and  you  have  nobly  overcome  them. 

We,  in  Oregon  and  Washington,  met  this  our  own  way 
and  then  stood  with  our  back  to  the  wall  with  a product  new 
to  the  Northwest,  CALUMET. 

Men,  with  the  ammunition  and  the  powder  furnished  by 
the  most  wonderful  organization  in  the  world,  can  we  shoot 
it?  I’ll  say  we  can.  From  the  salesmen  of  Oregon  and 
Washington  comes  the  word,  “ CALUMET , we  are  here ” 
and  we’ll  fight  ’em  harder  in  ’22. 


R.  T.  CAFFREY 


R.  D.  ELLER 


SII)  STINE 


^ WSC<<<<<<C<<<<<<<<<<< »;■  g«CK«Cag«gCCKK!CK«tiK{g«t  ^ fgf^ggy<ggfgtgf<*»w 


Northwestern  Notes 


By  H.  F.  DAVEY,  Division  Sales  Manager 


H.  F.  DAVEY 


NINETEEN  TWENTY-ONE  Rewarded  Fighters, 
routed  the  pessimists  and  justified  Calumet’s  policy 
of  no  retrenchment  in  their  advertising  campaign. 
Relegated  to  the  discard  private  brands,  off  brands, 
grab  bags  in  general. 

Earned  the  endorsement  of  the  National  Retail 
Grocers  Association,  which  will  live  for  years.  Made 
Thanksgiving  a real  one  by  giving  us  the  wonderful 
progress  of  the  Disarmament  Conference  which,  fol- 
lowed by  a Financial  Conference  of  all  nations,  will  put 
the  world  back  on  a more  stable  basis. 

As  Marshall  Foch  said  during  his  visit  to  Minneapolis 
last  week,  “Let  us  forget  the  past  and  build  confidently 
for  the  future.”  1922  will  reward  the  doer,  not  the 
reviewer. 


The  Northwest  is  planning  to  go  over  the  top  big 
in  1922.  This  section  has  overthrown  the  Nonpartisan 
League  which  has  practically  destroyed  the  credit  of 
an  entire  state  and  was  encroaching  on  two  others. 

The  Government  program  of  financing  the  farmers 
has  given  them  the  confidence  to  look  forward  eagerly 
for  1922. 

Two  of  our  greatest  helps  the  coming  year  to  get  and 
protect  business,  I believe,  will  be  the  portfolios  on  Mail- 
order, Misrepresentation,  Trusts,  Government,  Alum 
and  Price  Cutting  and  our  active  co-operation  with  the 
Reinstatement  Department.  This  department  saved 
practically  $1,400.00  business  in  one  month  for  the 
writer. 

Best  wishes  and  good  luck  in  1922. 


Getting  Ahead 

By  F.  J.  WICKENBERG,  Division  Sales  Manager 


F.  J.  WICKENBERG 


1 STARTED  to  work  Wisconsin  in  January,  1921. 

I made  up  my  mind  to  make  1921  my  biggest  and 
the  best  year  with  the  Calumet  Baking  Powder  Com- 
pany. I had  self-confidence  and  was  determined  to 
overcome  the  business  conditions.  I made  up  my 
mind  to  use  my  testing  case  and  to  sell  advertising 
and  contract  deals. 

To  create  demand  for  Calumet  Baking  Powder  with 
every  dealer  I had  to  work  six  full  days  each  week  and 
show  the  dealers  how  to  sell  and  push  Calumet  Baking 
Powder  by  using  our  Co-operative  Advertising  Deals. 

I knew  that  I had  the  best  baking  powder  proposition 


in  the  world  to  offer  to  the  dealer  who  cares,  and  the 
largest  concern  in  the  world  back  of  me  and  it  was  up 
to  me  to  go  out  and  sell  the  dealers  Plant , Product  and 
Policy. 

Reviewing  my  sales  for  11  x/i  months  of  1921  I find 
that  I have  made  a fine  increase  in  my  sales — 51  per 
cent  over  my  sales  for  1920. 

Boys,  you  can  all  do  the  same  as  I have  done  if  you 
will  get  out  and  work  six  full  days  each  week  and  make 
up  your  mind  that  you  are  going  to  increase  your  value 
to  your  house,  your  customers  and  yourself.  Then  go 
out  and  step  on  the  gas  and  give  ’em  H . 


II.  C.  HIRER 


Calumet  Junior  Sales  Club 

That  the  1921  “go  get  ’em”  spirit  permeated  every  branch  of  the  Calumet  institution  is  shown  in  the 
progress  made  by  the  Calumet  Junior  Sales  Club — a preparatory  school  for  coming  hundred-pointers. 

The  club  shows  an  enrollment  of  fifty  young  men  from  the  office,  all  with  ambition  to  become 
Calumet  salesmen  some  day.  At  monthly  meetings,  they  are  addressed  by  members  of  the  sales 
force.  Debates  and  contests  enliven  the  proceedings.  Edison’s  questionnaire,  “ What  Function 
Does  Baking  Powder  Perform?”  probably  created  more  interest  than  any  other  contest. 

The  winners  were  M.  B.  Burbach  of  the  Order  Department,  John  B.  Kritzer,  Adjustment  Depart- 
ment, and  O.  W.  Weber,  Sales  Department.  Those  whose  answers  entitle  them  to  honorable  mention 
were:  L.  E.  Guldager,  Map  Division,  J.  W.  Westbrook,  Cartoonist,  and  A.  B.  Cooke,  Correspondent. 

The  plan  of  developing  salesmen  in  our  own  institution  has  proven  a success. 


[41] 


Michigan  Methods 

By  W.  E.  KROEGER,  Division  Sales  Manager 


HARRY  H.  KIDD 


G.  M.  DAILEY 


WE  are  proud  to  be  members  of  the  greatest  sales 
organization  in  the  world.  We  have  also  a right 
to  be  proud  of  our  1921  record  as  we  have  again  gone 
over  the  top  in  both  volume  and  distribution.  Every 
territory  has  shown  a nice  increase  in  business  and 
every  man  has  been  on  his  toes  since  the  word  “Go” 
last  January,  determined  to  make  1921  the  biggest 
year  in  the  history  of  the  company. 


T.  J.  O’SHEA 


The  aggressive  advertising  campaign  and  the  co- 
operative sales  have  made  it  possible  for  us  to  give 
Calumet  the  big  boost  in  Michigan  and  has  made 
hundreds  of  new  customers  and  new  deal  buyers  for  us. 

We  have  never  enjoyed  the  co-operation  given  us  by 
the  jobbers  as  we  have  in  the  past  year,  which  accounts 
for  the  large  increase  in  straight  and  pool  cars  shipped 
into  this  state. 

Calumet  also  shows  a wonderful  increase  in  popu- 
larity with  the  five  and  ten  pound  trade. 

1921  was  the  biggest  and  best  to  date.  We  are  going 
to  make  1922  bigger  still. 


[42] 


E.  G.  HULL 


Pastries  More  Profitable  than  Bread 


By  CLEVE  CARNEY,  Our  Master  Baker 


L.  E.  GOODBODY 


H.  E.  HAM 


THE  cake  baking  industry  has  developed  to  such  a 
large  extent  during  the  past  few  years,  and  is  still 
expanding  at  such  a rate  as  to  make  it  one  of  the  most 
attractive  lines  of  business  in  the  country  today. 

There  was  a time  when  more  profits  could  be  de- 
rived from  bread  than  from  cakes,  on  account  of  the 
limited  sale  of  “commercial  cake”  among  the  public, 
but  now  the  price  of  bread  is  calculated  on  such  a close 
margin  of  profit,  and  there  is  such  little  variation  of 
standard  of  bread,  that  it  is  only  through  a very  large 
volume  of  business  that  any  great  amount  of  money 
can  be  made. 


CLEVE  CARNEY 


On  the  other  hand,  the  public  is  coming  more  and 
more  to  eat  good  baker’s  cake,  and  the  unlimited  var- 
ieties which  it  is  possible  for  the  baker  to  turn  out  gives 
opportunity  for  obtaining  a good  price  and  a fair 
profit.  It  is  highly  important  to  bake  a cake  of  the 
best  quality. 

Now  the  question  is:  What  is  good  cake?  A good 
cake  is  a combination  of  good  materials  properly 
mixed  and  thoroughly  baked  at  a proper  heat,  possess- 
ing a good  appearance  and  tempting  tasting  quality. 
Good  cake  depends  entirely  upon  the  care  used  in 
selecting  the  materials  and  proper  mixing  and  baking. 
The  material  for  cakes  must  be  selected  as  carefully 
and  on  as  truly  a scientific  basis  as  selecting  material 
for  any  other  food. 

One  of  the  most  essential  ingredients  is  good  baking 
powder,  a powder  that  is  uniform  and  retains  its 
strength  until  the  cake  is  put  in  the  oven,  which  is  the 
proper  time  for  it  to  “give  off  its  gas.” 

CALUMET  RAISES  THE  CAKES  SO  THE 
PUBLIC  FALLS  FOR  THEM! 


G O.  RATLIFF 


[43] 


Two  Sunshine  Specials 


Swift’s  Sunny  South  Survey 

By  BILLY-HIMSELF 

THE  problem  confronting  my  “slant”  was  not  the 
ordinary  one  of  trying  to  take  it  away  from  a 
competitor  and  putting  it  in  our  pocket,  but  a case  of 
getting  the  merchant  to  sell  baking  powder,  not  Calu- 
met necessarily,  but  to  cut  out  self  rising  flour  and  use 
plain  flour  and 
good  baking 
powder. 

The  first  trip 
over  was  dis- 
couraging as 
they  kept  ask- 
ing, “What  will 
I do  with  the 
powder  after  I 
get  it?”  Well, 
the  situation 
did  not  need  a 
wonderful 
salesman  but 
“Honest  to 
God”  mission- 
ary work,  such 
as  Test  Talk 
and  Tack  to 
thoroughly 
convince  the 
buyer  that 
plain  flour  and 
good  baking 
powder  was  the 
best  for  health. 

The  second  trip  over  was  a repetition  of  the  first, 
with  this  exception,  the  trade  heard  nothing  but  plain 
flour  and  Calumet  Baking  Powder. 

Our  apparently  disinterested  talk  about  plain  flour 
and  baking  powder  with  convincing  articles  to  prove 
our  statements  on  first  trip  had  caused  them  to  talk 
those  ideas  to  their  customers  and  my  business  was 
much  better  the  second  trip  than  the  first,  but  Oh! 
Boy!  on  the  third  trip — then  I began  to  get  dividends 
and  secured  nice  orders  and  I can  safely  say  that 
Florida  is  “carrying  on”  just  like  a real  state  and  the 
letters  received  from  my  Sales  Manager  J.  C.  L.  of 
late  makes  me  sure  that  he  is  pleased  with  the  results 
and  is  satisfied  with  the  progress  made,  but  I hereby 
go  on  record  as  saying  that  I am  not  satisfied,  but 
certainly  pleased  and  will  keep  everlastingly  at  it  ’til 
self  rising  flour  is  a back  number. 

The  pleasure  of  winning  a hard  battle  is  well  known 
to  all  of  you. 

Merry  Christmas  and  Happy  New  Year. 


The  1921  Slogan  O.  K. 

By  W.  E.  WISEHART,  Division  Sales  Manager 

WE  entered  this  year  with  jobbers’  stocks  heavier 
than  usual,  complaints  being  made  every  day  to 
our  brokers  for  relief  of  stock  that  they  did  not  want  to 
show  on  their  inventory  as  being  excesses.  In  several 
of  the  high-class  residential,  thickly-populated  districts, 

the  merchants 
reported  that 
Calumet  was 
not  selling.  In 
all,  the  future 
prospect 
looked  exceed- 
i n gly  dark. 
The  slogan 
that  you  sent, 
“1921  Will  Re- 
ward Fighters,” 
told  the  story 
in  a few  words 
of  what  was 
needed  to  ac- 
complish the 
required  re- 
sults. 

T With  a firm 
determination 
to  make  the 
Calumet  busi- 
ness show  up 
in  keeping  with 
reports  that 
were  emanating  from  this  glorious  Southland  that  we 
were  the  white  spot  on  the  map  of  this  country  where 
business  was  the  brightest  and  cries  of  calamity  the 
least,  I called  a meeting  of  the  salesmen  for  this 
division  and  we  started  out  to  convince  you  that  your 
slogan  for  1921  was  well  put. 

The  weak  spots  that  I often  thought  needed  house- 
to-house  demonstration  have  shown  up  fairly  well 
through  the  co-operation  of  the  merchants  in  that 
territory,  who  were  convinced  that  our  elaborate  pub- 
licity would  be  continued,  and  every  effort  on  our 
part  would  be  made  to  help  them  on  a quick  turn-over 
of  Calumet. 

In  as  much  as  1920  was  a buyers’  year  against  1921 
starting  out  as  a sellers’  or  salesman’s  acid  test  year,  I 
am  forced  to  reiterate  that  your  slogan  was  well  put. 


The  potentialities  of  English  are  as  immeasurable  as  the  blue  ex- 
panse above.  The  limitations  are  in  YOU.  Opportunities  are 
rotting  at  your  very  door  because  you  are  not  equal  to  the  occasion. 


[44] 


>>>>>>>>>>>>>>>>>; 


The  “Upper  Ten”  Club 


Ohio  Goes  Over  the  Top 


W.  L.  WILSON 
District  Manager 


Just  as  the  hardy 
pioneers  maintained 
outposts  on  the 
American  frontier, 
so  W.  L.  Wilson  and 
his  Ohio  Buckeyes 
are  manning  the 
Calumet  outposts. 
This  is  the  “Baby 
Division”,  but  des- 
tined to  sit  high  in 
Calumet  councils. 
“Watch  Us  Grow” 
is  their  slogan. 


DALSHF.IMER 


Colorado  Minute-Men  Make  New  Altitude  Records 


J.  L.  CARADINE 


In  mountain  climbing,  there  are  two 
interests  that  grip  and  fascinate  you. 
The  one  is  your  objective  ahead  and 
above  you.  The  other  rewarding 
factor  is  the  ever  widening  and  ever 
expanding  panorama  that  spreads 
itself  at  your  feet. 

In  scaling  any  height,  it  is  only  natural 
to  stop  at  intervals  to  look  backward 
at  the  trail,  as  well  as  up  and  on.  In 
this  way,  the  Intermountain  “Speed 
Boys”  have  carried  the  Calumet  stand- 
ard to  dizzy  heights. 


Three  Husky  Corn  Huskers  Who  Brought  Home  the  Bacon 


Back  in  ’49,  Nebraska,  through  the 
Overland  Trail,  became  the  connecting 
link  between  East  and  West.  Today, 
Nebraska  connects  the  “Calumet  East” 
with  the  “Calumet  West”.  It  is  served 
by  three  “Hundred-Pointers”,  whose 
record  is  in  keeping  with  the  progress 
made  by  this  wonderful  state. 

Nebraska  is  a solid  Calumet  state,  and 
to  these  three  “Hundred-Pointers” 
belong  the  honors. 


L.  C.  WILSON 


[45] 


F.  N.  DANFORTH 


EMIL  F.  CHOCOL 


TOWARD  the  windup  of  the  year  1920  conditions  in  almost  every 
line  were  changing.  None  could  help  but  see  this.  I was  con- 
vinced when  I started  out  at  the  beginning  of  the  present  year, 
that  it  meant  work  and  fight.  I came  to  the  full  realization  that  it  was 
not  so  much  the  hard  times  coming  as  the  easy  times  going,  and  it  meant 
a full  day’s  work  for  an  honest  day’s  pay. 

I also  feel  that  my  success  for  the  year  was  due  to  a large  extent  to  my 
friendly  resentment  of  the  pessimism  which  seemed  to  prevail  through- 
out my  territory.  I fought  this  pessimism  with  optimism  and  tried  my 
best  to  convince  my  customers  that  we  all  were  in  better  shape  than  we 
thought  we  were  and  that  their  customers  would  buy  if  their  merchant 


CALUMET 

Calumet  is  Best  by  Test 
And  it  can’t  be  beat 
Food  prepared  with  Calumet 
Is  always  light  and  sweet 
Crispy,  flaky,  dainty  treats 
Cakes  are  light  and  brown 
Biscuits  light,  your  work  is 
bright 

With  Calumet  around. 


had  the  goods.  I advised  them  to  present  an  attitude  that  times  were 
not  changing  for  them  and  that  business  was  good  and  that  most  people 
could  tell  a merchant’s  goods  from  the  smile  on  his  face,  whether  it  was 
baking  powder  or  calico. 

As  a consequence  I felt  as  though  I had  made  my  dealers  happy, 
instead  of  leaving  them  with  the  impression  that  business  and  the  world 
in  general  was  going  to  the  bow-wows.  Summing  it  all  up  in  as  few 
words  as  possible  “Calumetically”  speaking,  six  full  days  a week  and 

work  like  h is  the  best  any  man  can  do  and  is  the  best  any  firm  can  or 

will  expect,  and  is  all  I attribute  any  success  to  that  I may  have  had 
“in  putting  it  over,”  this  or  any  previous  year,  or  may  have  in  the  future. 


HUGH  G.  CASEY 


j.  g.  McFarland 


WM.  PARKER 


R.  J.  PRIMROSE 


W.  H.  HIGGINS 


N.  M.  VANKIRK 


[46] 


E.  M.  CHAPMAN 


The  Trail  Blazers 

DEMONSTRATORS 


IN  pioneer  days  the  early  settlers, 
amid  hardships, blazed  the  trail. 
Theycutdown  the  timber,  pulled 
out  the  stumps,  broke  up  the  raw 
prairie  and  prepared  it  for  the  use  of 
civilization.  Very  similar  is  the 
work  of  the  Calumet  demonstrating 
crew  in  preparing  the  territory  for 
Calumet’s  future  business.  Every 
inch  of  territory  that  is  now  under 
cultivation 
was  put  in 
that  condi- 
tion through 
our  house-to- 
ll o u s e dem- 
onstrating 
work. 

A review  of 
their  accom- 
plishments 
during  “the 
year  that  re- 
warded fight- 
ers” is  very 
satisfactory. 

That  the 
demonstrat- 
ing work  has 
been  a success 
we  have  proof 
in  the  per- 
centage of 
users  estab- 
lished and  in 
the  great 
number  of 
enthusiastic 
dealers  en- 
listed in  the 
task  of  En- 
couraging 
Economy. 


ENCOURAGE 


The  little  “Peggy  Bag,”  em- 
blematic of  Calumet’s  pioneer 
army,  the  work-bench  of  the  Calu- 
met demonstrator,  with  its  simple 
tools,  provides  the  means  to  chisel 
out,  fashion  and  shape  Calumet’s 
destiny  in  unexplored  lands.  Like 
the  mighty  oak  that  springs  from 
the  little  acorn,  thousands  of  en- 
thusiastic users  of  Calumet  are  de- 
veloped from 
each  little 
Peggy  Bag. 
The  high 
character  of 
the  Calumet 
demonstrat- 
ing work  is 
attested  to  in 
the  hundreds 
of  letters, 
fromconvinced 
dealers,  the 
crowning 
testimonials 
being  the 
action  taken 
by  various 
state  Retail 
Grocers’  As- 
sociations— 
voluntarily 
endorsing 
Calumet  — 
resolution 
No  1 passed 
by  the  Na- 
tional Retail 
Grocers’  As- 
s o c i a t i o n 
commending 
the  action  of 
the  Calumet 
Baking  Pow- 
der Company. 


ECONOMY 


[47] 


GEO.  F.  KRAFT 


SAM.  H.  BENNETT 


J.  M CRUSE 


W W.  STOUT 


(I l)e  dtl)%cvc%<y  (Tribune 


THE  WORLD’S  GREATEST  NEWSPAPER 


CHICAGO 


December  2,  1921 


Mr.  K.  K.  Bell,  General  Manager, 

Calumet  Baking  Powder  Co., 

4100  Fillmore  St., 

Chicago,  111. 

Dear  Mr.  Bell: 

Last  April  The  Tribune  made  a great  impression  on  the  business 
world  with  a page  headed  ”1921  is  Rewarding  FIGHTERS”,  and  tell- 
ing of  the  signal  success  won  by  the  aggressive  sales  and  adver- 
tising efforts  of  Calumet. 

We  are  sure  that  your  fighting  spirit  has  continued  undiminished 
throu^iout  the  entire  year  and  we  should  be  very  glad  to  receive 
any  further  facts  concerning  your  progress  which  would  substantiate 
the  statement  that  1921  has  rewarded  fighters. 

We  are  particularly  interested  in  Calumet  because  for  the  past 
three  years  you  have  been,  in  boom  times  and  bad  times,  one  of  our 
largest  and  most  aggressive  food  products  advertisers.  Furthermore, 
merchandising  men  everywhere  find  an  inspiration  in  the  thoroughness 
with  which  you  concentrate  sales  and  advertising  effort  in  each  mar- 
ket you  enter  until  you  conquer  it. 

With  best  wishes  for  a prosperous  1922,  I remain 


Sincerely  yours 


Advertising  Manager 


EWP 

LFD 


CHICAGO  DAILY  TRIBUNE:  WEDNESDAY.  APRIL  13,  1921. 


19  2 1 
min 

FIGHTERS 


1921  rewards 
Tribune  Advertiser 
with  $2,000,000  Baking  Powder 
business — big  gain  over  last  year 


Why  the  Chicago  Territory  is 
the  world’s  most  desirable  market 


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[50] 


The  Fulfillment 

By  HARRY  SEHL,  Sehl  Advertising  Agency 


I CAN  look  back  over,  or  review,  the  1921  adver- 
tising of  the  Calumet  Baking  Powder  Company 
with  a great  deal  of  pride.  Not  because  I am  satisfied, 
not  because  I think  it  is  100%,  but  because  it  helped 
do  big  things — things  that  have  never  been  done 
before;  it  helped  make  Calumet  forge  surely,  steadily 
ahead  in  spite  of  the  awful  depression  we  have  gone 
through  in  the  last  twelve  months. 

Every  avenue  of  sale  was  covered,  nothing  left  un- 
done or  overlooked.  Every  baking  powder  buyer  was 
reached,  whether  she  lived  in  the  heart  of  a big  city  or 
in  the  remote  corners  of  the  thirty-five  states  that  you 
cover. 

In  fact  a more  complete  and  comprehensive  cam- 
paign has  never  been  attempted.  It  was  systematic- 
ally laid  out  and  extremely  broad  in  scope. 

Unlike  many  manufacturers  who  use  the  same  kind 
of  an  advertising  campaign  for  the  entire  country, 
regardless  of  conditions,  Calumet  has  used  at  least  a 
dozen  different  campaigns,  each  one  built  to  meet  and 
overcome  the  condition  that  exists  in  the  territory  in 
which  it  runs. 

Plus  all  this  advertising  of  different  kinds,  which 
cost  the  Calumet  Baking  Powder  Company  an  im- 
mense sum  of  money,  we  secured  from  the  newspapers 
throughout  the  territory  a greater  amount  of  free 
publicity  for  Calumet  than  any  food  product  manu- 
facturer has  ever  received  since  I have  been  in  the 
advertising  business. 

When  I think  back  over  all  that  has  been  done,  I 
can  truthfully  say  without  fear  of  contradiction  (we 
know,  because  we  handle  many  accounts)  that  there 
isn’t  a concern  on  the  face  of  the  globe  that  will  think 
and  plan  for  salesmen  the  way  the  Calumet  Baking 
Powder  Company  does  for  you. 

Now,  here’s  something  else.  It  may  not  have  a 
direct  bearing  on  advertising,  but  it  certainly  does  have 
a direct  bearing  on  our  accomplishments  of  the  past 
twelve  months. 

Hundreds  upon  hundreds  of  newspapers  reproduced 
the  long  articles  shown  on  the  following  page.  Many 
of  them  ran  these  articles  on  the  front  page  of  their 
paper — -some  ran  them  as  big  special  advertisements 
with  white  space  all  around  it  to  make  them  stand  out 
— others  used  them  as  straight  editorial  matter.  One 


publisher  particularly  stated  that  this  is  the  first  time  in 
eighty-five  years  that  anything  of  that  kind  was  done. 

This  goes  to  prove  that  the  newspapers  throughout 
the  country  are  with  Calumet  and  for  Calumet  to  the 
last  degree.  I will  go  on  record  right  now  as  saying 
that  you  can  call  on  any  newspaper  in  any  town  in 
which  any  of  the  sixty-five  million  people  live  that  we 
reach  and  the  publisher  will  be  pleased  to  extend  the 
glad  hand  and  do  everything  humanly  possible  for 
you. 

That  the  dealers  felt  the  weight  of  this  mighty 
bombardment  on  the  baking  powder  consumer,  is 
proven  by  the  fact  that  all  you  men  on  the  field  of 
battle  were  able  to  roll  up  such  a nice  business. 

1921  was  a good  old  year,  but  at  the  same  time  an 
awfully  tough  one.  Never  was  there  a time  when 
vim,  vigor  and  vitality  counted  to  such  a degree.  The 
determination  to  win  had  ever  to  be  foremost  in  each 
man’s  mind.  Disappointments,  discouragements  and 
reverses  tumbled  along  one  after  the  other  and  piled 
up  higher  than  mountains,  but  the  man  with  the 
Calumet  spirit,  with  the  “do  or  die”  spirit,  won  out. 

And  let  me  say  right  here  that  to  this  same  Calumet 
idea  of  “It  shall  be  done,”  we  attribute  largely  the 
success  of  the  Sehl  Advertising  Agency.  We  give 
credit  where  credit  belongs  and  are  pleased  to  say  that 
it  has  been  through  the  close  association  with  the 
Calumet  organization  that  this  spirit  has  seeped  all 
through  our  own  organization,  and  the  idea  “It  shall 
be  done”  has  won,  is  winning,  and  always  will  win. 

Success  in  your  line,  our  line  or  any  other  line, 
doesn’t  necessarily  mean  that  you  have  to  have  a 
“strangle  hold”  on  all  the  brains  in  the  world,  but  it 
does  mean  that  every  drop  of  blood  that  surges  through 
your  veins  has  to  be  filled  with  the  “I  will”  spirit. 
Show  me  a man  that  has  plenty  of  it  and  I will  show  you 
a man  that  will  win,  that  will  succeed,  that  will  have 
what  he  wants  whether  it  is  a cottage  or  a mansion;  a 
Pierce  or  a Ford;  a canoe  or  a yacht. 

And  remember,  even  though  they  hang  crepe  on 
your  pet  hobby,  blast  your  best  plans,  yea,  even 
though  you  go  broke,  if  “It  shall  be  done”  is  always 
foremost  in  your  mind,  they  will  never  put  you  down 
and  out,  and  no  man  has  ever  lost  until  he  is  down 
and  out. 


[51] 


^ NK<<C<<<<<<<<<<<<<<<  ■>>  «««««««««««««««<«<  i • i ««K«MKac«s«K««a«<««  <»<;<<a"<<<<<<<<«<<<"<^ 


Editorial  Comment  from  Leading  Newspapers 


[52] 


“When  a Feller  Has  a Friend” 

National  Retail  Grocers  set  a new  precedent  by  taking  official  recognition  of  our  “FOR  THE  DEALER  POLICY” 

This  Company  offers  dealers  at  all  times  A POLICY  THAT  PROTECTS— A SERVICE  THAT  SERVES— A CO-OPERATION  THAT 
COUNTS— AND  EVERY  POSSIBLE  COURTESY 


OFFICERS  NEXT  ANNUAL  CONVENTION  - CLEVELAND,  OHIO 


FRANCIS  E.  KAMPER,  President 

492  Peachtree  St..  Atlanta.  Ga. 

PHILIP  A.  DEPUYT.  Vice  President 
449  Monroe  Ave..  Rochester  N.  Y. 

JOHN  A.  ULMER,  Past  President 

25S3  Cherry  St..  Toledo.  Ohio 


JOHN  H.  SPEAS.  Treasurer 

3900  Troost  Ave..  Kansas  City.  Mo. 


JNO.  C.  SHEEHAN, 

17  N.  Washington  Avc., 

Minneapolis.  Minn. 


OWNER  AND  PUBLISHER 
~>F  THE 

Nntimml  (Srocrrs 
i'htllrtin 

H.  C.  BALSIGEH 
Editor  and  Manager 

AN  OFFICIAL  MESSAGE 
TO  THE  RETAILER 


GEO.  W.  AMISON.  Trustee 

308  Union  Ave..  Providence.  R.  I. 
FRANK  B.  CONNOLLY.  Trustee 

319  Sheldon  Bldg,  San  Francisco.  Cal. 


H.  C.  BALSIGEH,  Seer. 

416  R.  A.  LONG  BUILDING 
KANSAS  CITY,  MO 


June  27,  1921. 


Mr.  Z.  K.  Bell.  Gen'l  Mgr. 

Calumet  Baking  Powder  Co., 

4100  Fillmore  St., 

Chicago,  111. 

Dear  Mr.  Bell: 

As  an  expression  of  appreciation  of  the  valuable  service 

rendered  by  your  Company  to  the  Retail  Grocers  of  the  United  States 

through  coupling  reading  matter  with  your  advertising  as  news  items 

defending  the  Retailer — the  24th  Annual  Convention  of  the  National 

Association  of  Retail  Grocers  in  Kansas  City,  Missouri  on  June 

6-7-8,  1921,  unanimously  adopted  the  following  resolution — presented 

by  John  C.  Coode  of  Term,  and  seconded  by  A.  A.  LaRose  of  Louisiana: 

"We,  your  Committee  on  Resolutions,  desire  to  take 
notice  of  the  splendid  co-ooeration  of  .the  Calumet 
Baking  Powder  Co. 

We  note  in  its  daily  newspaper  advertising  it  is 
giving  the  buying  public  the  true  facts  regarding 
the  retailers  position  in  the  distribution  of  food 
products;  therefore 

BE  IT  RESOLVED,  That  we,  the  National  Association 
of  Retail  Grocers  in  Convention  assembled,  endorse 
and  commend  the  action  of  the  Calumet  Baking  Powder 


THE  REWARD  — NEVER  BEFORE  HAS  ANY  FIRM  BEEN  SINGLED  OUT 
AND  SPECIFICALLY  COMMENDED  AS  ABOVE 


[53] 


California  Confirms  National  Endorsement 


October  7,  1921 


Calumet  Baking  Powder  Co. * 

4100  Fillmore  Street, 

Chicago,  Illinois.  Attention 

K.  K.  Bell.  General  Manager 

Gentlemen: 


At  the  Twenty-second  Annual  Convention 
of  our  Association,  held  at  Santa  Cruz  September 
12-13-14th,  the  following  resolution  was 
unanimously  adopted: 

Commends  Calumet  Advertising 

WHEREAS,  The  Calumet  Baking 
Powder  Company  has  seen  fit  to  devote  a 
portion  of  its  advertising  space  in  the 
daily  press  throughout  the  country  to  the 
defense  of  the  retail  grocer  against  unjust 
accusations  usually  made  by  public  officials 
for  political  purposes,  therefore 

BE  IT  RESOLVED,  That  we,  The 
California  Retail  Grocers  and  Merchants 
Association,  in  Convention  assembled,  endorse 
and  commend  this  action  of  the  Calumet  Baking 
Powder  Company  in  defense  of  the  retail 
grocers. 


This  is  an  expression  of  appreciation 
on  the  part  of  our  membership  of  the  valuable 
service  rendered  by  your  company  at  a time  when  it 
assisted  very  materially. 

Very  truly  yours. 


CALIFORNIA  RETAIL  GROCERS  AJJP->MERCHANTS  ASS'N. 

(Si 


Secretary. 


[54] 


CC<<<<<<<<<<<<<<<<<< -X- 


One 


of  the  Hand  Grenades  Used  Effectively 
by  the  Home  Guard 


Full  Weight  -Honest  Measure 
Goods  sold  at  a Reasonable  Profit 


What  this  sign 
means  to  you 

This  sign  is  the  emblem  of 
your  GROCER,  a business 
man  whom  you  know  and  in 
whom  you  can  have  every 
confidence.  He  was  in  the 
same  location  yesterday;  he  is 
there  today;  he  will  be  there 
tomorrow.  He  is  here  to  stay, 
and  he  must  be  fair  and 
square  to  his  customers  or  he 
can  not  stay.  It  is  on  such  a 
basis  that  his  business  was  es- 
tablished, and  that  he  now 
serves  you. 


The  boast  has  been  made  by  the  peddlers  that 
once  a customer  is  “hooked,”  that  customer  belongs 
to  the  peddler.  In  other  words,  when  the  first  sale  is 
made  the  customer  has  started  paying  for  some  pre- 
miums and  they’ve  got  to  “stick  it  out.”  “They  can’t 
stop,  we’ve  got  ’em,”  the  peddlers  say. 

They  explain  this  by  saying  that  the  average 
American  housewife  is  a great  lover  of  imaginary  bar- 
gains. Just  as  she  “fell”  for  the  trading-stamp  game 
before  it  was  finally  exposed  and  prohibited,  so  does 
she  “fall”  for  the  present  game  that  apparently  offers 
her  “something  for  nothing.” 

“Show  a housewife  a free  premium  and  she’ll  pay 
two  prices  for  her  goods,”  is  the  plan  on  which  the 
peddlers  have  worked  the  consumer. 

“Quality  and  price  count  for  little — hook  them  with 
the  premiums — -get  them  started — that’s  all”  and  they 
belong  to  the  peddler — they’re  tied  to  the  peddler  wagon. 

Investigation  has  shown  that  the  peddlers  charge 
two  or  three  prices  for  their  goods,  besides  figuring 
a very  big  profit  on  the  premiums  they  claim  to  give 
away.  The  results  of  this  investigation  are  being  given 
the  housewife  for  her  protection. 


[56] 


CALUMET’S  QUESTIONNAIRE 


THOUSANDS  OF  THESE  BULLETINS 
DISTRIBUTED  THROUGH  JOBBERS 


Try  this  self-quiz  course.  If  you  can  honestly  answer  “Yes”  to  each  one  of  these  questions, 
you  are  not  only  a good  business  man  but  a pretty  good  sport  as  well.  Nobody’s  looking — no 
one’s  listening.  It  is  just  like  dipping  your  bread  in  the  gravy  when  you  are  alone,  so  go  to  it! 


Hasn’t  this  country  had  four  or  five  fat  years? 

Hasn’t  the  working  man  saved  enough  to  tide  him  over  a few  weeks’  unem- 
ployment? 

Hasn’t  agriculture  had  some  fat  years,  too? 

Hasn’t  the  manufacturer  enjoyed  capacity  business? 

Havn’t  I gotten  mine,  too? 

Can’t  I afford  to  hustle? 

Can’t  I now  afford  to  work  without  whimpering? 

Have  I joined  the  SERVE  YOUR  CUSTOMER  Club? 

Have  I stopped  making  two  investments  where  only  one  is  necessary? 

Have- 1 stopped  buying  anything  that  is  not  a known  seller? 

Have  I stopped  listening  to  “guarantee  or  consignment  talks?” 

Have  I learned  that  charity  begins  at  home? 

Do  I remember  that  even  my  customers  have  rights? 

Have  I quit  being  an  “easy  mark”  to  introduce,  JUST  AS  GOOD? 

Do  quick  sellers  always  pay  their  own  bills? 

Have  I learned  that  $ 1 ,000.  worth  of  substitute  brands  will  not  create  five  cents 
worth  of  good  will? 

Is  it  silly  to  substitute  for  the  one  best  brand  that  will  satisfy  my  trade? 

If  I can  intelligently  buy  the  one  best  and  concentrate  on  its  sale,  am  I honest 
with  my  customers? 

Am  I entitled  to  a fair  profit  in  return  for  unselfish  service? 

Have  I the  courage  to  eliminate  disloyal  products? 

Have  I sworn  off  aiding  and  abetting  manufacturers  who  supply  nationally 
advertised  products  to  mail  order  houses? 

Have  I learned  to  judge  men  and  merchandise  by  what  they  do  rather  than 
what  they  are? 

Does  Calumet  Baking  Powder  do  more  for  the  legitimate  retailer  than  any  other 
food  specialty  manufactured? 


[57] 


CC<<<<<<<C<<<<<<<<<< 


Calumet  Policy  is  a Consistent  One 


In  all  of  its  advertising  and  business  practices  the 
Calumet  Baking  Powder  Company  has  stood  for  the 
small  dealer  and  the  neighborhood  store.  It  has  been 
steadfast  in  advocating  special  favors  or  prices  for  none. 
One  recent  instance  of  the  workings  of  this  policy  came 
when  a Chicago  tailoring  house  offered  to  supply,  “to 


employees  only,”  all  wool  suits  made  to  the  individual 
measure  of  the  men  and  quoted  at  the  wholesale  manu- 
facturing price  of  321.50  each. 

It  is  not  an  unusual  practice  for  members  and  em- 
ployees of  manufacturing  and  jobbing  houses  to  recip- 
rocate in  buying  items  for  their  own  use  at  wholesale 
prices.  But  this 
is  how  K.  K.  Bell, 
general  manager 
of  the  Calumet 
Company,  showed 
his  consistency: 


158] 


How  We  Won  the  Dough 


By  V.  W.  GORMAN 


CALUMET 

H 

m 

V 

l04  A 
A*  A 

V 

CAN  GIVE 

m 

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4%S 

4*4 

4 A 
A ♦! 

TO  ALL  OUR 
COMPETITORS 


BECAUSE  IT  IS  THE 


IN  THE  HOLE 


THE 


OF  ALL  BAKING  POWDERS 


YOU  CAN 
BUY 


i°4  ▲ 

♦ % 

%♦ 

4%S 


ON  WHAT  IT 
SAVES  YOU 


AND 
HAVE  A 


♦ l 


OF 

A 

TIME 


SMART  HOUSEWIVES 
USE  IT  TO  THEIR 


4 

y y 

ky  A 
A At 


CONTENT 


NOTHING 

5 * 

3 4 

♦ * 

i ♦ 

A 

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A \lrS 

BEATS 

y 

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4 £ 

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OF 

CALUMET 

GOODIES 


FOR  A MERRY  CHRISTMAS 

[59] 


CCC<««««c^k;<(  *X*  i;icc«ic0cc<ccct«ccc^ciccxitcmcm 


Some  of  the  Old-Timers 


.By  AN  OLD-TIMER 


OUR  friend,  B.  C.  Forbes,  says : “DIAMONDS  ARE  CHUNKS  OF  COAL 
THAT  STUCK  TO  THEIR  JOB.”  The  1921  Calumet  sales  force  includes 
a score  of  salesmen  who  have  become  diamonds  through  ten  to  twenty  years’ 
actual  service.  Their  names  are  familiar  to  all  of  us:  Bill  Swift,  Frank  Dan- 

forth,  O.  T.  Elliot,  Chief  Bunyard,  J.  T.  Burnett,  W.  R.  Hadley,  Walt  Hayes, 
Dutch  Rehbock,  Bill  Parker,  F.  J.  Wickenberg,  Geo.  Ratliff,  Walt  Stout,  Geo. 
Kraft,  Jack  Crane,  Charlie  Killen  and  Chapman  brothers,  all  of  whom  now 
occupy  prominent  positions  with  us.  Their  progress  is  best  told  by  themselves 
in  the  following  excerpts  from  their  own  letters: 


J.  T.  BURNETT,  Texas,  writes:  “I  joined  the  Calumet  sales  force  in  1908.  I was 

hired  by  Harry  Reno.  Jack  Crane  was  state  manager.  Our  first  deal  we  called  the 
“Flour  Deal,”  permitting  the  dealer  to  give  away  a small  can  with  each  sack  of  flour. 
I drove  my  own  team  and  worked  every  town  from  Lampasas  to  the  East  state  boundary 
line.  My  quota  the  first  year  was  $400.00  a week.  Now,  it  is  $3,000.00,  and  I am  working 
the  same  territory  I had  fourteen  years  ago.  In  those  days,  the  one-pound  tin  was  the 
largest  package.  Now  I have  a fine  trade  in  5’s  and  10’s.  Mr.  Warren  Wright  was  sales 
manager  when  I started.  It  is  a great  pleasure  to  look  back  over  my  work  and  see  the 
wonderful  progress.  While  trails  have  been  changed  into  boulevards,  dozen  buyers 
have  become  big  contract  customers.” 


O.  T.  (One  Ton)  ELLIOT,  Kansas,  says:  “In  June,  1909,  I met  K.  K.  B.  in  Sioux  City 

to  learn  the  mysteries  of  the  game.  At  that  time,  few  manufacturers  printed  their 
formula  on  the  label.  Through  the  use  of  the  testing  case,  I discovered  a lot  of  myster- 
ious types.  We  found  a new  variety  in  almost  every  town.  I have  put  in  twelve  years 
in  Kansas  and  have  seen  Calumet  come  up  from  the  poorest  seller  to  the  best,  where  it 
stands  today.  My  success  is  due  to  an  honest  effort  to  enjoy  the  confidence  of  clerks, 
grocers  and  jobbers  by  being  square  with  all  of  them  at  all  times.” 


W.  F.  BUNYARD,  the  Oklahoma  Chief,  notes:  “I  started  with  the  Calumet  Company 

in  1911,  with  the  old  horse  and  buggy,  making  the  broom  corn  trails.  Walt  Hayes 
coached  me  three  days  and  set  me  a thousand  dollar  weekly  quota.  I started  out  with 
the  idea  that  everlasting  work,  with  a little  good  judgment  and  diplomacy,  would 
win  a permanent  place  for  me.  I believed  in  the  line,  for  I knew  it  had  quality,  and  a 
policy  unequalled  by  any  other  product  sold  in  the  U.  S.  A year  later,  Mr.  Bell  offered 
me  my  choice  between  Kansas,  Texas,  or  East  Oklahoma.  In  spite  of  the  warning  that 
East  Oklahoma  was  a stronghold  of  cheap,  “ten  cents  a pound”  goods,  I grabbed  East 
Oklahoma,  and  started  out  determined  to  supplant  the  cheap  goods  with  a quality 

product,  in  spite  of  h and  high  water.  After  ten  years’  pounding,  Calumet  sells 

itself.  It  is  a common  thing  to  find  stores  one-hundred  per  cent  Calumet;  so  now 
when  I think  of  the  others  of  the  old  school,  it  makes  me  wish  we  could  have  a reunion  of 
the  old-timers,  just  to  rehearse  the  old  days  of  “blazing  the  trail”  for  Calumet. 

Our  success  has  been  so  great  that  I wonder  sometimes  if  the  Big  Chief,  Daddy 
Wright,  doesn’t — deep  down  in  his  heart — say:  “I  have  outstripped  my  dreams.”  I can 
rejoice  with  the  Big  Chief,  his  son,  K.  K.  B.,  and  on  down  the  line  to  the  man  that 
shovels  the  coal  into  the  great  furnaces  that  make  the  wheels  go  round.  Old-timers 
and  rookies,  accept  my  best  wishes  for  a happy  Christmas  and  a prosperous  New  Year. 


[60] 


How  One  State  Grocers’  Association  Capitalized  the  Calumet 
Buy-at-Home  Campaign 

November , 1921  7 


S.  D.  Newspapers  Boost  for  Home  Trade 


Over  Seventy-five  of  State’s  Periodicals  Co-operating  in  Series  of  Strong  Editorials  prepared 
by  Calumet  Baking  Powder  Company  and  Furnished  Without  Charge 


OVER  seventy-five  South  Dakota  newspapers  have 
co-operated  with  the  Retail  Merchantss’  Association 
of  South  Dakota  and  have  started  to  run  a series  of 
home  trade  editorials  prepared  by  the  Calumet  Baking 
Powder  Company.  The  series  present  some  of  the 
strongest  arguments  which  can  be  urged  for  the  up- 
building of  the  community  and  against  the  parasitic 
and  destructive  efforts  of  the  catalog  houses. 

One  of  the  most  commendable  things  about  the  series 
is  that  any  benefit  which  the  Calumet  people  receive 
is  incidental  and  that  their  preparation  represents  a 
practical  sort  of  altruism.  The  editorials  are  furnished 
in  electro  form,  so  the  local  newspapers  do  not  need  to 
set  any  type.  Each  editorial  presents  a pertinent 
thought  and  is  well  illustrated.  Each  is  ten  inches 
high  and  either  two  or  three  columns  wide. 

One  of  the  most  attractive  of  the  series  is  entitled : 
“Support  the  Schools  by  Spending  at  Home — Give  Lo- 
cal Youngsters  the  Best  Possible  Start  in  Life.”  It  is 
illustrated  with  a scene  of  a crowd  of  youngsters  play- 
ing in  a school-house  yard  and  goes  on  to  sav: 

You  would  throw  up  your  hands  in  holy  horror.  :f  anyone 
suggester  that  you  swipe  a bench  from  a school  building  or 
pilfer  a single  page  from  a books  of  the  school’s  library. 
But — are  your  dealings  in  public  school  affairs  as  honest 
as  you  think  they  are — or  perhaps  would  like  to  have  oth- 
ers suppose  them  to  be?  They  are  not — absolutely  not — if 
you  are  spending  your  money  for  mail  order  merchandise. 
You  can’t  send  a cent  of  cash  out  of  town  for  goods  that 
can  be  bought  in  town  and  support  to  the  greatest  possible 
extent  the  public  schools. 

Every  brick  in  the  schools — every  book  in  the  schools’ 
libraries  must  be  purchased  with  school  “taxes.”  The  size 
of  the  taxation  depends  on  the  wealth  of  the  community. 
And  the  wealth  is  governed  largely  by  the  earning  capacity 
of  the  people  who  live  in  the  community. 

Money  sent  away  from  home  doesn’t  pay  for  one  minute  of 
town  “labor.”  It  doesn’t  fill  the  dinner  pail  of  a single  local 
worker.  It  doesn’t  enrich  home  dealers.  It  doesn’t  by  one 
word  broaden  the  knowledge  of  the  children  of  this  town — 
add  to  the  attractiveness  or  comfort  of  school  days. 

Money  spent  with  local  merchants  travels  in  a circle.  It 
doesn’t  go  out  of  circulation  when  rung  up  on  the  dealer’s 
cash  register — as  do  mail  order  dollars  when  you  slip  them 
into  the  mail  box.  The  dealer  spends  it  here.  It  pays  the 
help  back  of  the  counter,  who  spends  it  in  town  for  goods 
they  use.  It  assists  them  in  purchasing  homes — that  can 
he  “taxed.”  I goes  into  more  merchandise — and  that  mer- 
chandise  is  “taxed.”  And  it  is  on  taxation,  remember,  that 
your  public  schools  depend. 

One  of  the  most  graphic  of  the  series  shows  a couple 
awakened  by  flames  in  the  middle  of  the  night.  It  is 
entitled:  “Tf  Your  House  Were  on  Fire,  Would  You 
Write  a Letter  Asking  Some  Mail  Order  Concern  to 
Put  Out  the  Blaze?”  It  continues: 

Not  you.  You’d  jump  for  the  nearest  telephone  and  speed 
along  a hurry-up  call  to  your  local  fire  department — and 
they  would  respond  instantly.  Who  pays  for  that  fire  pro- 
tection anyway?  Mail  order  concerns?  Not  much.  Its  run- 
ning expenses  come  out  of  the  city’s  taxes — and  those  taxes 
are  pa  d by  people  who  live  here — citizens  like  you — and 
merchants. 


That  money  must  come  out  of  the  pockets  of  home  people. 
Then  spend  your  money  with  local  dealers — keep  it  in  cir- 
culation here,  where  it  will  buy  not  only  fire  protection,  but 
better  roads,  better  schools,  better  parks,  better  libraries— 
better  everything  that  must  be  bought  with  money  taken 
from  the  city’s  “coffer.” 

Not  one  penny  of  the  money  you  spend  with  mail  order  con- 
cerns is  passed  along  to  anyone  in  this  vicinity.  You  get 
the  good  it  purchases.  You  wear  them  out -or  eat  them  up. 
And  that’s  the  end  of  it.  Who  HERE  in  this  town,  gains 
by  it?  Not  a soul! 

You  may  think  you  do.  May  be  deluded  with  the  idea  that 
you  saved  money.  A comparison  of  local  dealers’  prices  and 
those  of  mail  order  concerns  will  prove  you’re  wrong. 

In  return  for  your  home-spent  dollar  the  dealer  delivers  to 
you  without  cost  for  delivery  the  biggest  quantity  and  qual- 
ity worth  that  dollar  can  purchase.  The  profit  portion  of 
that  dollar  stays  right  here  at  home.  A share  of  it  finally 
finds  its  way  into  the  pay  of  firemen  and  policemen — it  helps 
foot  the  bills  for  many  public  improvements.  It  makes 
your  town  a better  town.  And  buys  goods  that  can’t  be 
bettered  in  quality  at  prices  that  can’t  be  Ijeat  for  real  sav- 
ings. 

Don’t  clog  the  city’s  fire  plugs,  and  throw  stumbling 
blocks  in  the  way  of  more  perfect  public  “service” — by 
sending  your  dollars  to  distant  dealers. 

You  enjoy  the  benefits  paid  for  largely  by  home  business 
men — then  do  business  at  home. 

An  outstretched  gigantic  hand,  on  which  is  a woman 
is  dropping  a coin  from  her  purse,  illustrates  another 
one  of  the  series.  The  heading  reads:  “Come  Across. 
With  the  Cash  First — Is  the  Method  of  Mail  Order 
Merchandising.”  The  text  says: 

Mail  order  concerns  demand  cash  in  advance.  They  won’t 
take  a chance.  They  won’t  trust  you.  They  are  the  “fair 
weather  friends”  of  merchandising. 

If  a local  dealer  treated  you  in  the  same  manner  you  would 
be  madder  than  wet  hen.  But  he  doesn’t  If  you  des>'re 
credit  and  are  worthy  of  it,  he  will  extend  it  gladly.  Then 
why  not 

Favor  Dealers  Who  Will  Favor  You 
Spot  cash  trading  is  of  course  the  best  policy  of  purchasing 
..There  are,  however,  times  when  even  those  well  heeled  fi- 
nancially must  resort  to  "credit”  buying.  You  may  see  the 
time  when  it  will  not  be  convenient  for  you  to  “come 
across”  with  the  cash.  And  when  that  time  comes  the 
local  merchant  is  the  only  one  who  will  “accommodate” 
you.  The  mail  order  house  would  turn  you  down  cold 
They  want  your  business  only  when  they  have  your  money 
in  hand. 

Unless  you  trade  with  home  dealers  when  you  have  the 
ready  cash — don’t  ask  for  a “credit  lift”  in  a pinch.  It’s 
not  just.  It’s  not  even  common  decency  to  expect  your 
home  town  dealer  to  bear  the  burden  of  your  bills — when 
you  refuse  to  do  business  with  him  when  you  can  do  it  on  a 
spot  cash  basis. 

By  every  reason  of  rght  your  local  merchants  are  entitled 
to  your  patronge — every  penny  of  it.  They  cater  to  your 
best  interests  with  the  best  brands  of  merchandise  Their 

quality  standards  a^e  the  highest.  Their  lines  are  fresh 

clean- — right  up  to  date  in  every  particular.  Their  prices 
mark  the  extreme  limit  of  economical  buying.  They  deal 
fairly.  Every  dollar  you  spend  with  them  buys  actual  value 

None  of  it  goes  for  exhorbitant  mail  order  expenses costl> 

catalogues — high  salaries  office  workers.  They  don’t  at- 
tempt to  lead  you  on  with  merchandising  “lures” with 

low  prices  on  one  or  a few  articles — then  high  prices  on  all 
other  goods. 

Turn  trade  to  the  dealer  who  in  turn  will  treat  you  right 
Put  your  confidence  in  merchants  who  have  confidence  in 


Which  Hand  Wins? 


THE  set  of  playing  cards  that  you  received  were  not 
intended  to  be  used  as  a game  of  chance  or  pastime, 
you  can  only  use  them  to  play  the  game  of  success, 
each  card  in  itself  carrying  a real,  worth  while  motto. 


ORDERS  and  ship- 
ments are  the  show-downs 
that  show  up  the  effort  a 
salesman  puts  forth.  The 
“tricks”  he  takes  are  the 
only  “tally”  of  his  worth  to 
himself  or  to  the  house  that 
hires  him. 


Never  overlook  a “bet.” 
The  dealer  you  may  not  want 
to  call  on  because  he  is  hard 
to  sell,  is  out  of  your  way  or 
because  you  are  in  a rush  to  be 
on  your  way — may  be  the  one 
who  is  holding  out  the  ‘big” 
order  of  the  year.  You  can 
nevei  tell  until  you  “call”  him. 


DON’T  be  bluffed  by 
businessconditions.  Busi- 
ness is  always  good  for  the 
fellow  who  goes  after  it  and 
keeps  after  it.  The  chap  who 
piles  up  the  stakes  is  the  one 
who  sits  tight  and  plays  a stiff 
steady  game  all  the  time. 


The  sky  is  your  only 
“limit.”  Every  grocer  in 
your  territory  represents 

a customer  and  a permanent 
one,  if  handled  right.  The  de- 
pendable quality,  the  sound 
economy  of  the  goods  you  sell 
keeps  buyers  coming  through 
with  their  “antes.” 


NO  one  can  stack  the 
deck  on  you  but  yourself. 
It’s  a square  game  with 
no  marked  cards.  You 
hold  high  hand  in  every 
shuffle  and  can  win  if  you  will 
play  your  hand  right  and  work. 


Play  the  game  for  all  that  is  in  in- 
take every  trick. 


NEVER  discard  a small 
merchant  because  he  is  in 
the  “deuce”  class.  He 
may  be  “ace  high”  before 
long.  Then  you’ll  want  his 
business.  Go  after  it  now. 


Competition 

hasn’t  anything  up  its 
sleeve  or  tucked  in  its 
boots  that  you  need  be 
afraid  of.  You  can  beat  them 
to  a frazzle  at  any  game  on  the 
board  and  play  fair  with  the 
trade  while  you  are  doing  it  too. 


You  are  not  up  against 
a gamble  of  any  kind. 
The  only  chance  you  take 
is  in  not  taking  a chance 
at  every  sales  opportu- 
nity. Deal  every  dealer  a 
hand  and  you  are  bound  to 
gather  in  the  chips. 


[621 


Dr.  Sehl’s  Summer  Complaint  Remedy 

“Timely  Tone  Tonic”  was  mailed  to  you  this  year  as  a breezy  little  hot  weather  stimulator. 


Time*X 

Tone 

Tonic 


OUMMER  is 
kJ  here  — old 
Sol  is  doing  his 
best  to  drive  you 
into  the  shade. 
It’s  ideal  weather 
to  contract  that 
common  disease 
known  as  Slackitis 
— that’s  why  we 
are  sending  you 
this  bottle  of 
Timely  Tone 
Tonic — not  be- 
cause we  think 
you  have  the  dis- 
ease but  you  re- 
member  some 
fellow  once  said 
“An  ounce  of  pre- 
vention is  worth  a 
pound  of  cure.” 
No  one  is  immune 
from  Slackitis.  It 
attacks  the  young, 
the  old — the  tall, 
the  short — the  fat, 
the  lean — the  wise 
man,  and  the  fool. 

Slackitis  is  that 
something  that 
makes  a man 
slack  up  — hunt 
the  shade — lounge 
around — loaf  on 
the  job — let  the 
other  fellow  do  it 
— lose  self  confi- 
dence— be  content- 
ed with  lowsales  re- 
cords. It  eats  into 


Umi 

the  very 

progress — smothers  ambition — stifles  ability — chokes 
the  conscience — dwarfs  pleasures  of  the  future.  Human 
nature  is  always  whispering  in  the  ear  of  man,  “Slow 
up — take  it  easy,”  but  the  man  who  heeds  this  advice 
is  forever  lost  in  the  mire  of  defeat. 

Just  because  you  have  a good  Monday  is  no  reason 
for  taking  things  easy  on  Tuesday.  Use  the  thoughts 
of  yesterday’s  sales  only  as  fuel  to  obtain  greater  speed 
today.  There  never  was  a sales  record  that  couldn’t  be 
beaten — all  it  needs  is  a little  more  energy  exerted  in  the 
right  direction.  Every  man  has  more  sales  energy  stored 
up  than  he  can  ever  use — the  other  fellow  has  it — you 
have  it.  So  why  not  draw  on  this  great  reserve  you 
have?  Use  it — make  it  work  for  you — produce  results. 


INGREDIENTS 
Timely  Tone  Tonic  contains 
the  following: 

Determination  20% 

Ambition  20% 

Energy  20% 

Application  20% 

Sticktoitiveness  20% 

DIRECTIONS 

Timely  Tone  Tonic  is  easily  digested 
if  taken  with  concentrated  effort.  One 
or  two  doses  will  not  ward  off  nor  cure 
Slackitis.  Must  be  taken  twice  daily 
in  good  big  doses,  early  in  the  morning 
and  at  noon,  to  secure  perfect  results. 
If  tonic  leaves  a bitter  taste  in  the 
mouth  it  is  evident  that  patient  is  not 
getting  enough  rest  at  night. 


heart  of 

Maybe  you  don’t  believe  in  making  resolutions,  but 
here’s  one  that  will  never  harm  you — “resolved  to  put 
all  the  energy  and  ambition  I am  capable  of  exerting, 
into  each  and  every  day’s  work.”  Try  this  for  six 
months,  then  sit  down  and  look  over  your  sales — com- 
pare them  with  any  other  six  months’  period — you  can 
guess  the  results — more  and  bigger  sales — larger 
income — greater  satisfaction  and  increased  confidence 
in  your  own  ability. 

Don’t  set  this  bottle  of  Timely  Tone  Tonic  on  the 
shelf  and  forget  it.  Take  the  cork  out  every  day  and 
take  a good  big  dose — it  will  stimulate  your  low  sales 
pressure — aid  the  digestion  of  a bigger  and  better  day’s 
work. 


163] 


OUR  CO-OPERATIVE 
ADVERTISING 
i helped  the  / 
1 Calumet  Dealer  / 
I to  sell  I 

1 CALUMET  / 

\\  BAKING  / 

1 POWDER  / 

I and  it  / 

1 increased  / 

1 his  sales 


well  as 
his 

profits 


1922  '^/A\/A/iY~  1922 


Nov.  25,  1921. 

Gentlemen — 

Calendars  received 
and  are  very  nice. 

Thanking  you  for 
them,  and  I am  sure 
the  coming  year  will 
be  a good  Calumet 
Baking  Powder  year. 

I am  wishing  you 
and  your  Company 
a Merry  Xmas  and 
Happy  New  Year. 
Yours  very  truly, 
L.  C.  LANE, 
Good  Luck  Grocery, 
Baker,  Ore. 


How  We  Made  Calumet  a Buy-word  in  Every  Household 


CALUMET 

BAKING 

POWDER 


The  Key  to  Better  Baking 


“The  Key  to  Better  Baking” 
might  have  been  called  “The 
Key  to  Better  Posting.” 


We  have  never  tried  to  separate 
the  kid  and  can  and  never  will. 
This  beautiful  outdoor  sign 
made  some  hit. 


A string  of  pearls  might  have 
been  substituted  for  the  cake. 
But  there  is  quality  in  Baking 
Powder  as  well  as  Jewelry — that 
is  Calumet  Baking  Powder. 


The  “See  Slip  in  Can”  appeals 
to  every  housewife,  chef  and 
baker.  A very  successful  and 
attractive  method  of  advertis- 
ing. 


Thousands  of  Posters,  Painted  Walls  and  Bulletins,  like  the  above,  were  used  in  our  showing, 

covering  the  entire  country. 


[65] 


The  New  Movie  Star 


THE  CALUMET  KID 


THE  year  1921  brought  to  the  housewife  the  realization 
of  how  necessary  it  is  to  be  able  to  test  the  baking  ingredi- 
ents which  she  uses.  She  learned  through  the  aid  of  the 
movies  how  to  test  baking  powder.  The  Calumet  Kid  made  his 
debut  as  a movie  star,  and  is  making  “Best  By  Test”  a household 
phrase.  “The  Sixth  Sense — Test”  is  the  title  of  a film  that  has 
been  shown  in  hundreds  of  cities  throughout  the  United  States, 
featuring  the  Calumet  Kid  coming  to  Life  and  giving  the  house- 
wife the  necessary  instructions  in  making  the  test. 


and  the  mother  replies  that  she  is  using  her  sense  of 
smell  to  test  the  butter  to  see  if  it  is  fresh,  and  she 
then  explains  that  she  uses  the  sense  of  smell,  taste, 
touch,  sight  and  hearing — the  five  senses  in  fact — to 
help  her  determine  the  fitness  of  the  different  in- 
gredients for  the  baking  she  has  in  mind. 

As  she  sets  down  the  package  of  butter,  a little 
sprite  appears,  whose  very  prominent  nose  indicates 
that  he  is  the  Sense  of  Smell,  and  he  proceeds  to 
smell  the  butter,  nods  his  head  in  a very  lively  man- 
ner that  it  is  O.  K.  and  disappears. 

She  then  places  the  bottle  of  milk  on  the  cabinet, 
and  a sprite,  the  Sense  of  Taste,  with  a large  and 
prominent  mouth,  appears.  He  proceeds  to  taste 
the  milk  and  like  his  brother,  the  Sense  of  Smell, 
indicates  his  approval  and  vanishes. 

The  Sense  of  Sight  then  appears  to  test  the  sugar, 
followed  by  the  Sense  of  Touch,  whose  large  hand  is 
inserted  in  the  sack,  and  after  feeling  of  the  flour, 
he  pronounces  it  O.  K.  The  last  of  the  five  Senses, 
Hearing,  conducts  a test  by  shaking  the  egg  near  his 
large  ear,  and  indicates  that  it  is  fresh  and  in  condi- 
tion to  be  used. 

Then  the  housewife  takes  up  the  can  of  Calumet 
Baking  Powder,  takes  off  the  cover,  and  indicates 
through  her  actions  that  she  is  unable  to  tell  whether 
the  baking  powder  is  fresh  or  not,  and  the  little 
daughter  asks  her  which  one  of  the  five  Senses  she 
will  use  to  see  if  the  baking  powder  is  fresh.  The 
mother  admits  that  she  is  unable  to  do  so  and  sets 
the  can  down  on  the  kitchen  cabinet.  The  Sense  of 
Smell  appears  and  after  trying  to  test  the  baking 
powder  through  the  sense  of  smell,  with  a clap  of  his 
hands,  summons  his  four  brother  Senses  to  help  him. 
They  all  attempt  to  determine  the  state  of  the  baking 
powder,  but  admit  themselves  baffled  and  disappear. 

During  the  above,  the  Calumet  Kid,  represented 
by  an  animated  doll  about  thirty  inches  high,  looks 
out  from  one  of  the  cupboards  in  the  kitchen  cabinet, 
winks,  indicates  his  satisfaction  with  the  way  things 
are  progressing,  and  after  the  Five  Senses  admit 
that  they  are  baffled  and  disappear,  he  opens  the 
door  and  greets  the  housewife  and  her  daughter,  say- 
ing, “I  am  the  Calumet  Kid;  I will  show  you  how 
to  test  the  baking  powder.”  He  steps  out  of  the 
cupboard  of  the  kitchen  cabinet,  and  coming  down 
the  shelf  or  table  of  the  cabinet  says,  “Get  me  some 
cold  water  and  a spoon  and  I will  test  it  for  you.” 

This  he  does  and  then  disappears  after  being  em- 
braced by  the  little  girl.  The  housewife  proceeds  to 
make  her  cake  and  in  the  final  scene  is  shown  with 
the  completed  product.  Truly  a “Best  by  Test”  cake. 

In  addition  to  appearing  at  the  regular  moving 
picture  shows,  the  Calumet  Kid  in  his  film,  made  his 
debut  to  the  schools  and  colleges  through  distribu- 
tion by  thirty  of  the  leading  visual  educational  dis- 
tributing centers  that  have  come  to  be  regarded  as  a 
necessary  part  in  the  education  of  both  children  and 
grownups. 


A synopsis  of  the  scenario  follows:  The  housewife  is  shown 

in  a modern  kitchen  before  her  kitchen  cabinet  which  is  completely 
stocked  with  the  necessary  ingredients,  and  she  is  about  to  try 
her  skill  at  making  a Calumet  chocolate  cake. 

The  different  food  products  are  all  in  view,  and  she  proceeds 
to  test  each  and  every  one,  figuring,  as  all  housewives  do,  it  "is 
better  to  be  sure  than  sorry. 

First  she  smells  the  butter,  and  her  little  daughter,  who  is  eagerly 
awaiting  an  opportunity  to  help,  inquires  what  she  is  doing  now, 


|66] 


And  then  the 
fun  began 


[67] 


Calumet  Mastodonic  Minstrels 


The  Greatest  Show  on  Earth 


December  24,  1921 

DADDY  DOCKSTADER  WRIGHT,  Interlocutor 
Assisted  by 

THE  DO-IT-NOW  QUARTETTE 
George  Primrose  Rew  James  McIntyre  Warren  Wright 
Tom  Heath  Bell  Neil  O’Brien  Gallagher 

Bones  END  MEN  Tambos 

George  Black  Bud  Black  W.  E.  Wisehart  H.  F.  Davey 

C.  C.  Stone  W.  R.  Hadley  F.  H.  Rehbock  W.  B.  Hayes 

W.  E.  Kroeger  F.  J.  Wickenberg  Floyd  K.  Willson  C.  C.  Parks 

Director — The  Calumet  Kid 


MEMBERS  OF  SALES  FORCE  AND  EXECUTIVES 


Bailey,  Kenneth 
Baird,  Max 
Barnes,  E.  E. 
Bateman,  M.  B. 
Bauguss,  R.  B. 
Bennett,  Sam  H. 
Bernauer,  J.  L. 
Berrian,  R.  M. 
Brodel,  R.  F. 
Brooks,  H.  S. 
Brosky,  A.  C. 
Bryan,  Dr.  T.  J. 
Bunyard,  W.  F. 
Burnett,  J.  T. 
Burns,  J.  B. 
Butler,  M.  C. 
Caffrey,  R.T. 
Callahan,  J.  M. 
Campbell,  A.  H. 
Caradine,  J.  L. 
Carlson,  Leroy 
Carney,  Cleve 
Casey,  Hugh  G. 
Cavanagh,  R.  D. 
Chapman,  E.  M. 
Chapman,  J.  M. 
Chinlund,  V.  I. 
Chocol,  Emil  F. 
Clark,  C.  A. 
Clements,  P.  J. 


Crane,  J.  G. 

Cross,  Paul  S. 
Cruse,  J.  M. 

Curry,  D.  J. 

Dailey,  G.  M. 
Dalsheimer,  A. 
Danforth,  F.  N. 
Davie,  R.  G. 

Davies,  J.  R. 
Dillenkoffer,  J.  J. 
Donovan,  H.  B. 
Doty,  E.  B. 

Dunn,  J.  H. 

Eller,  R.  D. 

Elliot,  O.  T. 

Engel,  E.  J. 

Ezzel,  Joseph 
Faulkner,  M.  E. 
Ferguson,  John  S. 
Gary,  H.  I. 
Goodbody,  L.  E. 
Gorman,  V.  W. 

Ham,  H.  E. 

Harris,  Carl  C. 
Herrick,  J.  L. 
Herrick,  W.  B. 
Higginbotham,  E.  L. 
Higgins,  W.  H. 
Hotchkiss,  W.  Y. 
Houston,  Ed 


Howie,  J.  W. 

Howie,  R.  M. 
Howorth,  C.  R. 

Hull,  E.  G. 

Huston,  Harley  R. 
Ihrer,  H.  C. 

Ivins,  L.  V. 

Johnson,  M.  L. 
Keene,-  C.  F. 

Kidd,  Harry  H. 
Killen,  C.  W. 

King,  C,  L. 

Klotz,  Alfred  C. 
Koppel,  G.  H. 

Kraft,  Geo.  F. 

Leahy,  Walter  B. 
Levens,  W.  W. 

Lewis,  J.  C. 

Lewis,  L.  L. 

Lindholm,  I.  J. 
Lipscomb,  W.  A. 

Lorig,  Leo  L. 

Mabrey,  Bruce 
Maher,  J.  M. 
Manning,  A.  B.  (Pete) 
Manville,  G.  H. 
Matheny,  N.  R. 
McFarland,  J.  G. 
McGhee,  J.  M. 
McKinney,  H.  L. 


Mitchell,  B.  F. 
Mitchell,  P.  J. 
Montgomery,  John 
Moore,  J.  Cline 
Morgan,  D.  S. 
Moss,  T.  S. 

Moyer,  Geo. 
Napier,  O. 
Nichols,  Frank  L. 
Norvell,  S. 
O’Shea,  T.  J. 

OvERGAARD,  C.  M. 
Parker,  A.  F. 
Parker,  Wm. 
Pentecost,  A.  H. 
Phillips,  H.  H. 
Plunkett,  R.  E. 
Pollard,  J.  D. 
Primrose,  Robt.  J. 
Rader,  A.  F. 
Ratliff,  G.  O. 
Ravesies,  Paul 
Reiff,  M.  O. 
Richardson,  N.  L. 
Riel,  A.  L. 

Rivers,  E.  R. 
Roberts,  G.  A. 
Sanders,  J.  E. 
Sanders,  W.  A. 
Sehl,  Harry 


Sharp,  Hal.  D. 
Sheley,  E.  A. 
Sheppard,  S.  C. 
Shover,  E. 

Simmons,  E.  J. 

Sisler,  W.  H. 
Sizemore,  W.  H. 
Smith,  E.  F. 

Snyder,  W.  G. 
Sprague,  Jack 
Stewart,  H.  B. 

Stine,  Sidney  F. 
Stout,  W.  W. 

Swift,  W.  E. 

Tackett,  T.  J. 
Tiffany,  H.  M. 
Tuggle,  J.  C. 
Turnbull,  Geo.  E. 
Unten,  Geo.  N. 
Vankirk,  N.  M. 
Walton,  K.  P. 
Westbrook,  James  W. 
Williams,  Frank 
Williams,  W.  R. 
Wilson,  L.  C. 

Wilson,  W.  L. 

Young,  Douglas 
Young,  Udell  C. 
Zanone,  Jack 


[68] 


SPECIALTIES 


CHIEF  BUNYARD 
In  his  inimitable  presentation  of 
The  Dance  of  the  Peace  Pipe 
And  Rendition  of  an  Indian  Cubist  Creation 


HANDSOME  DAN 
The  World’s  Champion 


Trap  and  Crap  Shooter  Extraordinary 
“SET  ’EM  UP  AGAIN”  BERRIAN 
And  the  Decoys  That  Tempted  Him 

“RATTLING”  WISEHART 
In  His  Favorite  Role 
No  Horse  Sense  to  This 


“WILLIE  WIGGLE”  SWIFT 
The  Everglades  Wonder 
Shaking  Hell  Out  of  a Snake 

THE  WORLD’S  CHAMPION  STRONG  MAN 

And  Assistant 

J.  Cline  Moore  Uses  Dutch  Rehbock 
as  a Dumb-bell 


“HOPI”  (M.  L.)  JOHNSON 
/ n His  Impersonation  of  Calumetta 
The  Indian  Shimmy 

The  Terpsichore  an  Marvels 
CHAPMAN  BROTHERS 
In  Their  New , Eccentric  Dance 
“FOOT  IN  THE  DOOR” 

Test  It 

THE  KICKAPOO  HARMONIZERS 
Little  Bear  Crane  White  Eagle  Killen 

Afraid  of  His  Squaw  Stout  Red  Feather  Bennett 
Singing  One  Song  in  One  Key 
“I  MADE  A TEST” 


“COTTON”  WILLSON  and 
“LONE  STAR”  BURNETT 
With  the 
Oriental  Purp 
Singing 

“CALUMET  TIME” 

“POP”  DILLENKOFFER 
The  Demon  Trust-Buster 
and 

Louisiana  Lou 


“SPIDER”  DAVEY 
VS. 

“SLUGGER”  HAYES 
In  the  Wind-Up 
A Double  Knock  Out 


THE  MYSTERY  MAN 
Perhaps  You  Know  His  Girl 


ADDED  FEATURE 
Why  the  Second  Part  Was  Late 


BUD  — THE  TWO  BLACKS  — GEORGE 
Sing  Song  Twisters 


THE  FRIVOLOUS  FROLICER 
She’s  a “dust”  catcher 


mm**** 


et  Sales  Force  and  Executives 


matnr*umnmH 


Calumet  Minstrels 


FIRST  PART 

EXECUTIVES  AND  SALES  FORCE 


CALUMET 

To  the  tune  of  ILLINOIS 


With  your  sales  ever  increasing 
Calumet!  Calumet! 

With  your  quality  ne’er  decreasing 
Calumet!  Calumet! 

With  your  sales-force,  tried  and  true 
And  your  policy  true-blue 
You’ll  succeed  in  whate’er  you  do, 
Calumet!  Calumet! 

You’ll  succeed  in  whate’er  you  do, 
Calumet! 


Your  success  is  a wondrous  story, 
Calumet!  Calumet! 

You  have  won  everlasting  glory, 
Calumet!  Calumet! 

With  your  splendid  organization 
A true  fighting  aggregation 
You  will  lead  in  every  nation, 
Calumet!  Calumet! 

You  will  lead  in  every  nation, 
Calumet! 


GENTLEMEN,  BE  SEATED! 

DADDY  DOCKSTADER  WRIGHT,  Interlocutor 

JAMES  McINTYRE  WARREN  WRIGHT:  Say,  dad,  ole  top 
— ah’ll  say  dis  gatherin’  is  some  scrumptuous  spectacle.  As 
we  stood  here,  ah  was  suhveying  de  decorations.  Some 
doings — but  lacking  de  anti-Volstead  spirit.  Talking 
about  suhveys,  did  yo’  heah  ’bout  de  suhvey  conducted  by 
de  Casino  Club  among  de  Lake  Sho’  celebrities? 

INTERLOCUTOR  DADDY  DOCKSTADER:  Why  no,  son,  I 
had  not  heard  of  any  survey.  What  was  the  idea? 

J.  Mel.  W.  W. : Well,  you  see,  dad,  thar’s  been  considerable 

ahgument  ’bout  de  effect  of  prohibition,  so  dey  took  a 
suhvey  to  find  out  if  de  married  men  stay  home  evenings, 
now  dat  dere’s  no  place  to  go. 

INTER.:  Well — a very  commendable  undertaking.  What  was 

the  result? 

J.  Mel.  W.  W. : Well,  suh,  dey  found  since  prohibition  cum  into 
effect,  de  married  men  do  stay  home  every  night.  Now  dey 
goes  down  to  the  cellar,  proving  what  ah  has  always  con- 
tended— dat  a man  may  be  DOWN,  but  he’s  nevah  OUT. 

TOM  HEATH  BELL:  Daddy  Wright,  dere’s  one  thing  dat  sho 
pesticates  me. 

INTER.:  Well,  Bell,  what’s  your  trouble? 

T.  H.  B.:  How  cum  yo’  agency  am  called  de  Sehl  Advertising 

Agency?  Dat’s  what  ah  wants  to  know.  How  cum  d e sale 
before  de  advertising?  My  book  say  dat  de  advertising 
should  precede  de  sale. 

INTER.:  Sure,  and  that’s  right;  but  you  know  Harry,  he  thinks 
he  must  always  come  first. 


T.  H.  B.:  Is  dat  so?  Well,  mebbe  dat  ’counts  fo’  his  liberal 

donations  to  the  Speeders’  Court.  But  talking  about 
speed,  Mistuh  Sehl  ain’t  in  it  with  Bill  Hadley.  He  kin 
give  ’em  all  cards  and  spades  when  it  comes  to  sho  nuf 
speed. 

INTER.:  Indeed,  what  records  does  Mr.  Hadley  enjoy  as  a 

speedster?  Are  you  referring  to  his  drive  with  the  Gold 
Coast  car  Number  One  recently? 

T.  H.  B.:  No  suh-ree!  Ah’s  talking  about  another  race — de 

human  race.  Haven’t  yo’  heard  how  Hadley  won  de  coast 
championship  at  de  Amalgamated  Ananias  Club  of  Amer- 
ica? And,  believe  me,  dat’s  going  some— specially  so  in 
California  where  de  membership  is  limited  to  three  classes 
— Liars,  Damn  Liars  and  Native  Sons. 

GEO.  BLACK:  Daddy,  did  yo’  heah  about  our  friend,  Floyd  K., 
getting  pinched  down  in  Atlanta  de  other  Sunday? 

INTER.:  Why  no,  George,  I can’t  believe  it.  Tell  me  about  it. 

GEO.  BLACK:  Well,  yo’  see,  Floyd  K.  had  been  promising  de 
kids  to  take  ’em  ovah  to  Peachtree  Park,  and  after  he  got 
’em  all  rounded  up,  he  led  de  way,  with  de  children  fol- 
lowin’ him  in  squads— when  all  at  once  a big,  burly  police- 
man grab  Floyd  and  say:  “Yo’  are  under  arrest.”  Floyd 
say:  “Under  arrest?  How  cum?  Ah  ain’t  done  nothing.” 
The  police  say:  “Yo’  musta  done  something  or  yo’  would- 
n’t have  all  dis  crowd  following  you.”  Poor  Floyd,  ah  sho 
was  sorry  fo’  him. 

FLOYD  K.  WILLSON:  You  tell ’em,  Shrimp.  You  dassent  cum 
out  of  yo’  shell  when  you’s  home.  Daddy,  would  yo’  be- 
lieve it,  dat  little,  two  by  four,  “blacker  ’an  me”  is  so  scared 
of  his  wife  dat  when  he  gets  home  late,  he  gets  into  de  bed 
backwards  so  dat  if  his  wife  wakes  up,  he  kin  ’splain  he  was 
jest  getting  up. 


GEO.  BLACK:  Why,  yo’  big  Atlanta  ace  of  spades,  how  you  get 
dat  way?  Eny  how,  my  wife  don’t  pick  my  pockets. 

FLOYD  K. : Ah’ll  say  she  don’t! — She  jest  takes  ’em  as  she  cums 
to  ’em. 

INTER:  Gentlemen!  Gentlemen! 

BILLY  SWIFT:  Daddy  Wright,  times  sho  have  changed  since 
we  fust  stahted  on  de  road.  Does  yo’  remember  de  old- 
fashioned  “Ladies’  Parlor”  in  de  hotel — de  one  with  de  lace 
cuhtains  at  de  window  and  de  lace  doilies  on  top  de  onyx 
table?  Yo’  know,  de  “Ladies’  Parlor”  used  to  be  de 
room  where  de  sedate  woman  who  had  to  be  in  a hotel — 
golly,  how  she  dreaded  it — waited,  but  believe  me,  nowadays 
it’s  different.  If  yo’  are  going  to  meet  a dame  in  a hotel,  yo’ 
don’t  look  fo’  de  “Ladies’  Parlor.”  No  suh!  because  she 
wouldn’t  be  dere.  Yo’  generally  find  her  right  out  in  de 
middle  of  de  lobby,  with  her  legs  comfortably  crossed,  oc- 
cupying one  of  de  chairs  which  was  formerly  used  by 
specialty  salesmen.  She’s  out  dere  because  she  don’t 
want  to  miss  anything,  and  de  salesmen  are  in  de  same 
vicinity  fo’  de  same  reason.  Speaking  of  sedate  ladies,  how 
is  my  friend,  Eddie  Barnes?  Ah  nevah  will  forget  Barnes 
at  our  last  big  banquet.  When  de  wine  was  served,  Eddie 
turned  his  glass  unside  down.  Ah  said:  “Eddie,  you’d 

better  have  a drink.”  Eddie  said:  “No,  thank  yo’,  suh. 

Ah  took  a drink  once — nevah  again  fo’  me.”  When  dey 
passed  de  pipes,  ah  profusely  pressed  him  to  hit  de  Calumet 
with  us,  but  Eddie  said:  “Ah  smoked  a pipe  once,  but 

nevah  again” — and  Eddie’s  still  single.  Ah  wonder  who 
she  was? 

INTER:  Now,  Billy,  don’t  be  too  hard  on  Bachelor  Barnes  He 
may  yet  decide  to  pay  rent  for  two. 

J.  CLINE  MOORE:  Talking  about  rent,  Daddy,  reminds  me  of 
my  fust  job  in  Houston.  Ah  was  a rent  collectah.  On  my 
list  ah  had  one  ole  wench  whose  rent  was  a dollah  and  a 
half  a month  fo’  one  room.  She  nevah  had  a cent  when  de 
rent  cum  due,  so  ah  had  to  give  her  de  third  degree.  She 
said:  “Yo’  needn’t  give  yourself  any  uneasyness  about 

dat.  Ah  lives  fo’  one  thing,  and  dat  is  to  pay  my  rent,  and 
if  ah  do,  ah  am  satisfied.  Yo’  jest  go  ahead  and  tend  to  yo’ 
own  business.”  Finally,  she  did  pay  her  rent,  and  I 
started  to  go  away,  but  she  said:  “Hold  on,  Niggah,  ah’m 
a business  woman  and  ah  wants  my  ’ceipt.”  “Why,”  ah 
said,  “ole  lady,  ah  am  not  in  de  habit  of  collecting  a debt 
twice.”  She  said:  “It  makes  no  difference,  ah  wants  my 

’ceipt.”  So  ah  wrote  one  and  as  I handed  it  to  her  ah  said: 
“Now  is  yo’  any  happier?”  She  said:  “Ah  sho  is.”  Ah 

said:  “How  cum?”  She  say:  “Everybody  got  to  die, 

don’t  dey?  Well,  everybody  wants  to  go  to  heaven;  and 
when  ah  gets  up  to  heaven  and  knocks  on  de  door,  de  fust 
question  St.  Peter  is  going  to  ask  me  is:  ‘Is  yo’  paid  yo’ 
debts?’  And  when  ah  say,  ‘Yes,  suh,”  he’ll  say,  ‘Where’s 
yo’  ’ceipt?’  And  if  ah  ain’t  got  no  ’ceipt  ah’ll  have  to  hunt 
all  over  hell  to  find  yo’  to  get  it.” 


Daddy,  how  cum  yo’  nevah  visit  us  no  mo’  down  at  Hous- 
ton? We  sho  would  give  yo’  a gran’  time.  Billy  Swift’s 
Florida  ain’t  got  nothing  on  Houston  and  Galveston  for 
climate.  We  has  outdoor  recreations  all  winter — baseball 
’n’  everything.  Last  Sunday,  Dutch  Rehbock  was  um- 
piring a game.  De  pitcher  threw  a hot  one  ovah  de  plate 
and  Dutch  says:  “Strike  one.”  Another  one  just  as  good 
as  de  fust,  and  Dutch  said:  “Tuh.”  De  big  niggah  with 
de  bat  turned  around  and  said,  “Tuh  what,  niggah?”  and 
Dutch  said:  “Tuh  high.”  Finally,  de  bases  got  full — 

three  balls  and  two  strikes — a man  on  fust,  second,  and 
third  base.  Dutch  looked  at  his  rule  book.  De  next  one 
came  ovah — a bad  one,  two  feet  wide- — Dutch  yelled: 

“ Fo’  balls  and  yo’  out.”  “How’s  that?”  Well  yo’  aint 
naturally  out,”  Dutch  says,  “but  ah  ain’t  got  no  place 
to  put  yo’,  so  ah’ve  got  to  put  yo’  on  de  bench.” 

Seeing  all  de  enterprise  and  push  heah  tonight  reminds  me 
of  some  of  de  Southerners  who  leave  Texas  to  go  up  Nawth.  . 
Dey  get  up  dere  and  things  go  so  bad  dat  dey  sit  on  de 
stove  and  meditate  thusly:  “My  gracious,  ah  sho  am 

sorry  ah  evah  left  ole  Texas.  Ah  made  a mistake.  Why, 
down  dere,  niggahs  make  yo’  crop  fo’  yo’,  and  de  sheriff 
sells  it  fo’  you” — yes  man;  and  dey  dun  spake  a parable. 

INTER:  Mr.  Gallagher,  you  have  been  very  quiet.  How  has  the 
world  been  serving  you  of  late? 

GALLAGHER:  Splendacious,  Daddy.  Ah  have  a happy  home 
’cept  fo’  one  thing. 

INTER:  What’s  your  trouble? 

GALLAGHER:  Everything  is  all  right  around  my  house  ’cept 

de  rats.  De  rats  around  our  place  are  something  awful. 
Dey  are  de  worst  “varmints”  yo’  evah  saw. 

INTER:  Well,  Jack,  why  don’t  you  get  some  rat  biscuit? 

GALLAGHER:  Rat  buscuit  nothing.  Dey ’ll  eat  Calumet  bis- 
cuits the  same  as  we  do,  or  get  nothing  at  all! 

WALT  HAYES:  Heyah!  Heyah!  Heyah!  Some  biscuits! 

Talking  about  biscuits  reminds  me  of  baking  powder;  but 
dere  is  other  kinds  of  powder,  too.  Ah  was  in  de  drug 
store  in  Kansas  City  last  Sunday,  and  a boy  comes  in  and 
says:  “Boss,  ah  wants  to  buy  some  powder.”  “What 

kind  do  you  want?”  asks  de  white  folks.  “Ah  wants  pow- 
der.” “Well,  what  kind — face,  gun,  or  bug?”  “Ah  wants 
bug.”  “How  much?”  “Three  cents’  worth.”  De  white 
folks  say:  “Ah  won’t  wrap  up  dat  much.”  De  boy  say: 

“Ah  ain’t  said  nothing  about  wrapping  it  up,  boss,  just 
drap  it  on  my  head.”  Heyah — Heyah — Heyah! 

Then  another  niggah  came  in  and  says:  “Ah  wants  some 
powder,  too.”  “What  kind  do  you  want?  Mennen’s?” 
“No,  suh — women’s.”  “Scented?”  “No  suh,  ah’m  gwine 
to  take  it  with  me.”  Yes,  suh,  the  only  powder  they 
really  knows  in  Kansas  City  is  the  old  Indian  Head. 


INTERLOCUTOR : 

Mr.  Gallagher  will  now  present  the  “Hundred 
Point  of  Honor”  Badges  to  the  cleverest  bunch 
of  stars  that  I know — our  1921  Hundred  Pointers. 


[77] 


CC<<<<<<<<<<<<<<<<<<  W 


WHY  DANFORTH  WANTED  TO  PLAY  IN  THE 
ORCHESTRA 

TOPBEAVY  TOPSIES 

I don't  like  intellectual  dames, 

Give  me  the  flapper  with  a dimple; 

Fie  on  the  Peoria  Poetical  Maymes, 

I don't  like  the  intellectual  dames. 

When  I recall  my  string  of  flames, 

They  all  were  young  and  sweet  and  simple — 

Pm  strong  for  the  musical  Janes. 

—DAN. 


CHIEF  BUNYARD  RECITED  A KRAZYPOME 

(Translated  from  Kiwahweelahiho) 

It  was  midnight  on  the  ocean, 

Not  a street  car  was  in  sight; 

The  sun  was  shining  brightly, 

And  it  rained  all  day  that  night. 

'Twas  a summer  night  in  winter 

And  the  rain  went  howling,  squealing, 

A barefoot  boy  with  shoes  on 
Stood  sitting  on  the  ceiling. 

It  was  evening  and  the  rising  sun 
Was  setting  in  the  north 

And  the  little  fishes  in  the  trees 
Were  gaily  flying  forth. 

The  rain  was  pouring  down 
The  moon  was  shining  bright 

And  everything  that  you  could  see 
Was  hidden  out  of  sight. 

While  the  organ  peeled  potatoes, 

Lard  was  rendered  by  the  choir; 

While  the  sexton  wrung  the  dish  rag, 

Some  one  set  the  church  on  fire. 

uIIoly  Smoke,"  the  preacher  shouted, 

In  the  rain  he  lost  his  hair; 

Now  his  head  resembles  Heaven, 

For  there  is  no  parting  there. 


[78] 


Decoys  vs.  Distribution 


THE  DECOYS  THAT  INDUCED 
BERRIAN  TO  SEND  IN  A WEATHER 
REPORT.  A GOOD  REFLECTION 
OF  THE  HUNTRESS  AND  “A  CASE 
OF  GOOD  JUDGMENT”  BY  THE 
COWBOY. 


The  snapshot  was  made  way  down  in 
Missouri — the  “show  me”  State. 


NO  HORSE  SENSE  TO 
THIS 

MY  AUTOMOBILE 
When  I read  it  'some 
Of  these  brain-throbs 
Jumped  over  the  fence , 
Climbed  a telegraph  pole , 
Burst  its  cylinder  head , 
Exploded  all  its  tires 
And  then  turned  around  and 

Barked  at  me. 

W.  E.  Wisehart 

The  Coast  Connoisseur 
of  Horseless  Ideas. 

Note:  W.  E.’s  knowl- 

edge of  WHEELS,  HOT 
AIR,  GAS  and  NUTS  made 
him  most  valuable  to  The 
Gold  Coast  Car  in  the  re- 
cent National  Event. 


“DUTCH” REHBOCK  HELD  UP 
BY  THE  CALUMET  ACE 

Being  continually  held  up  as  a (horri- 
ble) example  is  about  as  monotonous  as 
the  music  of  an  automatic  piano,  but  it  is 
much  less  strain  on  your  nervous  system 
than  trying  to  balance  a halo  on  the  back 
of  your  head. 


BILLY’S  SWIFT 
LINE-UP 


Take  it  from  me,  there  ain’t  no 
good  in  booze. 

I’ve  been  against  it  long  enough 
to  know. 

You  guys  still  have  strength 
enough  to  choose, 

Take  water  — straight!  — an ’ 
let  the  red-eye  go. 

This  game  of  life’s  a hard  one, 
ain’t  it,  bo? 

It’s  one  long  fight  from  start 
to  finish,  see! 

If  you  fight  booze,  that  means  a 
lot  more  woe, 

T ake  it  from  me! 

Booze  never  boosts — it  knocks;  it  makes  you  lose 
Yer  self-respect,  it  makes  yer  thoughts  come  slow, 

It  gets  yer  nerve,  it  muddles  up  yer  views; 

I’ve  been  against  it  long  enough  to  know. 

The  fun  it  brings  is  mighty  quick  to  blow, 

The  woe  it  brings  ain’t  never  goin ’ to  flee; 

You  guys  that  still  have  strength  enough  to  choose, 

Take  water — straight! — an’  let  the  red-eye  go. 

It’s  booze  that  put  me  in  the  place  I be, 

Take  it  from  me! 


[80] 


Team  Work  Tells 


CALUMETTA 
Wild  roved  an  Indian  girl , 
Bright  Calumetta, 

Where  sweep  the  waters  of  the 
Blue  Aquametto. 

Swift  as  an  antelope , 

Through  the  forest  going, 
Loose  were  her  jetty  locks. 

In  waving  tresses  flawing. 


Who  is  (s)he? 


Trim  a window 
Decorate  a fence, 

Sell  every  home, 

Gee,  ids  immense. 
Early  in  the  morning , 
Late  at  night, 

Always  in  condition. 
Ready  for  a fight. 


[81] 


Calumet  Raises  the  Pastries  so  Everybody  Falls  for ’Em 


The  Calumet 
kid’s  conception 
of  service  is 
more  than  to 
manufacture 
the  best  baking 
powder. 

His 

responsibility 
goes  on  down  to 
and  includes 
the  finished 
products 


The  Kickapoos  Raise  a Little  Y-hell 


I MADE  A TEST 

(Tune: 

“I  WANT  A GIRL”) 

I made  a test , just  such  a test 
As  Gallagher  taught  to  me. 

I made  the  mixture  right. 

It  came  up  “ out  of  sight ” 
Just  as  it  should  be — 

The  good  old  fashioned  test 
that  makes  them  talk, 

The  kind  that  from  our  rivals 
gets  a squawk 

I made  a test.  Yes  “ Best  by 
Test ” 

And  ril  make  many  more. 


CRANE 


KILLEN 


BENNETT 


STOUT 


Boys  Who  Have  the  Courage  and  Ability  to  GO 


AFTER  THE  BALL 

Words  by  Danforth  Music  by  Jack  Zanone 

When  you’ve  seen  all  the  sights  of  the  great  city, 

A nd  sampled  its  various  fun, 

You’ve  walked  on  its  pavements  grimey  and  gritty, 
And  you’ve  seen  how  its  “doings”  is  done; 

You’ve  blowed  in  your  cash  lik  the  craziest  sailors, 
There’s  been  action  wherever  you’ve  been, 

Like  Calumet,  you’re  leaders,  not  pikers  or  traitors. 
You  Indian  Head  fellows, 

Real  Calumet  sellers, 

The  Hundred-Point  Specialty  men. 

Soon  you’ll  finish  your  playing,  and  back  to  your 
toilin’ , 

Your  dough  all  vanished  and  spent; 

But  like  making  a TEST,  you  kept  her  boilin’ , 
There  was  sure  class  to  the  pace  that  you  went. 

The  bright  lights  are  fine,  for  a short  time, 

But  every  city’s  a narrow  walled  pen. 

For  you  K.R.-CAL  hummers, 

You  Highest  Award  drummers, 

You  corking,  hard  working,  Hundred  Point 
men. 


BUT!— WHY  WAIT 


“Everything  comes  to  him  who  waits.” 

W alt  got  his  right  on  the  pate , 

And  thrusts  his  “mitt”  under  Davey’s  chin, 
And  then  assumes  a sickly  grin. 

Down,  but  still  dignified,  in  their  pose, 

This  little  act  is  about  to  close. 

“Sufficient”  is  the  word  they’ve  both  forgotten 
As  genuine  pugs,  these  boys  are  “. 
“Everything  comes  to  him  who  waits.” 


[83] 


1CCC<<<<<<<<<<<<<<<<<  «•  <<<<<<<<<<C<K<<C<<<<<<<<<OC<<<<<<  »;•  C««CCC<CCCC«CCCCCCCCCCCCCCCCCCCC 


Fads  and  Fancies 


Who  said  a certain  100-pointer  had 
nothing  but  his  hair  on  his  mind? 

Maybe  you  know  this  hymn. 

“I  will  be  true  while  you're  away” 

Thus  ran  the  damsel's  song. 

“I  will  be  true;  but , oh,  I say, 

Don't  be  away  too  long.'' 

Maybe  you  know  her. 


WHO  READS  THE  LABEL  ANYHOW? 

Have  you  a little  fairy?  Oh,  no,  that’s  all  wrong. 
No  G.  D.  Twins  here.  This  is  the  good 
Night-Girl.  No,  wrong  again.  She  is 

THE  “GOOD  NIGHT''  GIRL 

Met  a pretty  girl  one  day, 

Took  her  down  to  see  a play; 

Bought  her  candy,  cake  and  cream , 

And  other  things  that  she  had  seen. 

Thought  I was  in  good  all  right, 

When  I took  her  home  that  night, 

Hung  around  and  begged  a kiss, 

And  what  do  you  think  she  said,  this  miss  ? 

GOOD  NIGHT''! 


[84] 


3/f 


She  Rolls  Her  Own 

The  entire  chorus  come  out  to  see  this  act 


[85] 


CC<<<<<<C<<<<<<<<<<<  ■»  <<<<<«<<<<<<<<«<<<<<<<<<«<<<<<<  <;> 


Down  South  Stunts 


DILLY,  THE  DEMON  TRUST  BUSTER 
makes  ’em  sit  up  and  take  notice 

Dilly  attained  his  reputation  as  an  animal 
trainer  during  the  popular  reign  of  the 
“Sazerack  Cocktail.”  It  was  after  one  of 
these  famous  concoctions  that  he  discovered 
the  animal  origin  of  Chicago — 

Chi  = ^7  chicken 
ca  = % cat 
go  = Yi  goat 


Two  Old  Timers 
FLOYD  K.  AND  J.  T. 
do  a turn 

CALUMET  TIME 

{Tune:  “In  The  Good  Old  Summer  Time”) 

In  the  good  old  summer  time, 

In  the  good  old  winter  time, 

Making  dems.  and  stick  towns, 

Getting  all  that' s mine. 

Doubling  quotas  and  smashing  records, 
And  that's  a very  good  sign, 

That  Calumet's  the  leader 
In  the  summer  and  winter  time. 


[86] 


mk 


The  Greatest  Chief  of  All  Shakes  Hand 
with  the  Calumet  Chief 

ff^hy  not? — they  both  hail  from  Ohio . 


[87] 


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T • R • A • D • E 


AS  we  pay  others,  we  are  paid: 

Life  gives  us  back  just  what  we  give. 

And  so  we  do  not  live  to  trade, 

But  trade  that  we  may  truly  live. 

Sales  may  be  made  in  money,  yes, 

But  they  are  always  made  to  men; 

And  so  Goodwill  controls  success, 

Bringing  folks  back  to  buy  again. 

He  cannot  profit  long  or  much 
Who  sells  a single  time  to  each: 

The  cost  of  single  sales  is  such, 

Prices  rise  out  of  common  reach. 

He  profits  most  whose  every  sale 

Creates  a friend,  whose  kindly  thought 

Serves  to  perpetuate  the  tale 

Of  what  and  where  and  why  he  bought. 

Such  trading— like  the  growing  grain — 
Repeats  itself  an  hundredfold. 

Who  trades  thus  makes  a triple  gain; 

In  friends,  in  happiness,  in  gold. 

As  we  pay  others,  we  are  paid: 

Life  gives  us  back  just  what  we  give. 

And  so  we  do  not  live  to  trade, 

But  trade  that  we  may  truly  live. 

— Charles  Henry  Mackintosh, 

President  Associated  Advertising  Clubs  of  the  World. 


See  ’em  Go! 


The  CALUMET  S\ 


Here  is  the  list  of  cars  entered : 
Car  No.  1 — Gold  Coast  Limited. 
Car  No.  2 — Intermountain 
Speed  Bus. 

Car  No.  3— Corn  Belt  Packard. 
Car  No.  4 — Great  Lakes  Flyer. 
Car  No.  5 — Cotton  Belt  Cannon 
Ball. 

Car  No.  6 — Blitzen  Benz. 

Car  No.  7— Texas  Special. 

Car  No.  8 — Northwest  Olympian 
Car  No.  9 — Central  Speedster. 
Car  No.  10 — Gulf  Coast  Mail. 


Car  No.  1— Gold  Coast.  Show- 
ing an  amazing  flash  of  speed  on 
the  homestretch,  the  “Pride  of 
the  Coast”  passed  up  No.  10  for  first 
place.  “Two  Gun”  Hadley  and  “De 
Palma”  Roberts  at  the  wheel. 


Car  No.  10. — Gulf  Coast.  Going  like 
wild-fire!  Turned  in  a very  fast  lap  and  gave  up 
the  lead  only  after  a hard  fight.  Are  determined  to 
show  No.  1 what  a Garrison  finish  means.  Bauguss 
and  Lipscomb  did  the  heavy  work. 


Car  No.  5 — Cotton  Belt.  This  bus  took  no  chances.  The 
clever  driving  of  Sprague  and  Parks,  two  experienced  pilots, 
enabled  her  to  hold  third  place.  Ninety-five  miles  an  hour  is  some  speed. 


Car  No.  6 — Blitzen  Benz.  Ratliff,  an  old  timer,  and  Primrose,  a new  pilot, 
alternated  as  driver  and  started  a sprint  which  may  land  them  in  the  money. 


Car  No.  4 Great  Lakes  Flyer.  Steady  plugging  has  kept  this  bus  in  the  race. 
Carlson,  a Speed  King,  from  the  wilds  of  Wisconsin  at  the  wheel.  Six  men  alter- 
nated as  mech.  SOME  CO-OPERATION. 


As  they  turned  into  the  hot 


[90] 


EEPSTAKES  HANDICAP 


The  speediest  and  sportiest  classic 
of  the  entire  year 


A bird’s-eye  view  of  the  Cal- 
umet Sales  Track,  showing 
the  positions  held  by  the 
various  sales  divisions  as  they 
rounded  into  the  stretch  with 
only  two  weeks  to  go. 

These  Bulletins  were  issued 
weekly  to  each  member  of 
the  Calumet  sales  force  and 
and  kept  the  contestants’  in- 
terest at  white  heat. 


^stretch— the  thirteenth  week 


Car  No.  9 — Cen- 
tral Special.  Tied 
with  No.  4 for  fifth 
place.  These  two 
cars  are  furnishing 
plenty  of  excite- 
ment for  the  Cen- 
tral States  fans. 
Curry  and  Gorman 
in  charge  of  the 
boat. 

Car  No.  8— North  west 
Special.  Some  one  got  careless 
and  stepped  on  the  brake 
instead  of  the  accelerator.  Show  us 
another  one  of  those  spurts  No.  8. 
Donovan  and  Davey  in  the  seat. 

Car  No.  2- — Intermountain  Speed  Bus.  Two  more 
weeks  to  go  and  eating  the  dust  of  seven  other  cars. 
“Do  your  stuff”  now,  No.  2.  Open  her  wide  and  see 
what  speed  you  really  can  make.  Morgan  and  Caradine 
handling  this  car. 

Car  No.  7 — Texas  Special.  The  rangers  ran  out  of  gas  and  were  forced  into 
the  pit.  Davie  relieved  “Ace”  Moore  at  the  wheel.  This  car  should  show 
exceptional  speed  in  the  straightaway. 

Car  No.  3 — Corn  Belt  Packard.  Maher  and  Hayes  still  working  like 
beavers,  to  get  up  with  the  bunch.  Give  them  some  help,  you  other  pilots. 

[91] 


“BEST  BY  TEST” 


BBTOtsm  OF  ILUMIS  LW‘« 


[92] 


mM fi 


